这些年来,有关国家形象广告的讨论,在设计界不绝如缕。国家形象是国际社会对一国的基本印象和总体评价,是一个国家客观的无形资源或日软实力的重要组成部分。国家形象的构建、推广和维护离不开视觉和语言两大符号系统。公益广告是媒介发布的为公众利益服务的广告,自1987年《广而告之》在央视开播至今,数量浩繁的公益广告,以弘扬传统美德、树立社会新风尚、引导社情民意、倡导权利价值、警示环境生态等为主题,成为稳定和引导社会价值观的 Over the years, the discussion on national image advertising has been unceasingly developed in the design community. The image of the country is the basic impression and overall evaluation of the country by the international community and is an important part of a country’s objective intangible resources or its strength. The construction, promotion and maintenance of the national image can not be separated from the two symbolic systems of vision and language. Since its publication in CCTV in 1987, a large number of public service advertisements have been released to promote traditional virtues, establish a new social atmosphere, guide social conditions and public opinion, advocate the value of rights , Warning environmental ecology as the theme, to become stable and guide social values