我国公益广告的健康发展有赖于促进公益广告持续发展的长效机制的建立。该机制的核心内容是进一步明确公益广告的本质属性,将公益广告从政治和道德说教的束缚中解放出来。在此基础上明确公益广告的四大责任主体,并努力实现公益广告的叙述性表达和栏目化发布。 The healthy development of public service ads in our country depends on the establishment of long-term mechanism to promote the sustainable development of public service ads. The core content of the mechanism is to further clarify the essential attributes of public service ads and to free public service ads from the shackles of political and moral preaching. On this basis, the four main responsibilities of public service ads are clarified, and the narrative and publicized advertisements of public service advertisements are strived for.