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公益广告不仅传达着一个时代的道德风尚和社会生态,还是一个国家、一个社会文明水准和大众道德标尺的重要度量1。我国的电视公益广告往往兼具内容和形式之美,对促进社会主义核心价值观的构建和激励社会各界积极参与公益事业都具有重要的作用。笔者认为,在目前的消费语境下,选择社会大众最熟悉的内容,利用社会大众普遍认可的审美形式,可以最大限度地发挥电视公益广告的优势。一、我国电视公益广告的审美价值1.电视公益广告的社会价值
Public service announcements not only convey the ethos and social ecology of an era, but also an important metric of a country, a social civilization, and a public morality1. China’s TV public service ads are often both content and form of beauty, to promote the construction of socialist core values and encourage all walks of life to actively participate in public welfare undertakings have an important role. The author believes that in the current context of consumption, the most familiar to the public to choose the content, the use of the public generally accepted aesthetic form, you can maximize the advantages of television public service ads. First, the aesthetic value of TV public service ads in China 1. The social value of TV public service ads