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在中国电视公益广告走过近30年历程的今天,全国电视文艺“星光”奖首次设立“星光电视公益广告大奖”。围绕着电视公益广告的制作和播出,本期“评论聚焦”刊登了著名学者俞虹、尹鸿及央视广告经营管理中心副主任李弋撰写的文章。三文在对首届“星光电视公益广告大奖”获奖作品进行点评的基础上,梳理、总结了国内外公益广告的发展现状及未来趋势,并结合中央电视台、北京电视台等的具体实践,在内容创新、表达创新和观念创新三个层面,进行了深入阐述。
Nowadays, nearly 40 years have passed since China Television Public Service Ads were advertised. For the first time, the “National Television Arts” “Starlight” Award was set up for “Starlight TV Public Service Advertising Awards.” Around the production and broadcast of TV public service announcements, this issue of “Review Focus” published articles written by renowned scholar Yu Hong, Yin Hong and Li Yi, deputy director of CCTV Advertising Management Center. On the basis of commenting on the first “Star TV Public Service Advertising Awards” winning entries, the article reviews and summarizes the development status and future trends of public service advertisements at home and abroad. Combining with the concrete practice of CCTV and Beijing TV Station, Innovation, expression innovation and concept innovation three levels, conducted in-depth elaboration.