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现今公益活动的实施主体逐渐从政府向企业转变。企业在商业广告中阐述公益诉求,不但开辟了公益事业的新途径,有效弥补了公益广告投入不足的缺憾,还折射出企业作为社会人的美德,提升了企业形象。公益诉求在商业广告中的应用对公共利益和企业利益都是双赢的策略,由于企业的全情投入,公益宣传在量上和质上都有了前所未有的提高。本文通过对公益诉求的阐释,分析它对社会和企业的意义,提出了商业广告中的公益诉求设计的策略和方法,旨在更好的发挥公益诉求的效能,为企业赢得声誉、提供有益的借鉴,为公益事业的可持续发展开辟一条现实可行之路。
The current implementation of public welfare activities gradually from the government to the enterprise. The establishment of public interest demands in commercial advertisements not only opens up a new way for public welfare undertakings but also effectively compensates for the shortcomings of insufficient investment in public service advertisements and reflects the corporate virtues as a social person and enhances corporate image. The application of public interest demands in commercial advertisements is a win-win strategy for the public interest and the business interests. As a result of the devotion of the enterprise, public service propaganda has an unprecedented increase both quantitatively and qualitatively. Through the explanation of the public interest demands, this article analyzes its significance to the society and the enterprise, puts forward the tactics and methods of designing the public interest demands in the commercial advertisement, aims at giving better play to the public interest demand, winning the reputation for the enterprise and providing beneficial Draw lessons from, open up a realistic feasible way for the sustainable development of public welfare undertakings.