政府传播,就是“国家权利机关用语言、文字等符号,借助媒介向目标公众传递、交流信息的过程”。随着政府职能的转变,以及传播理念和大众媒介的迅速发展,政府传播重点已从“说什么”向“对谁说”“怎么说”转变。而这正与现代广告理念不谋而合。各项宣传方式的行政广告,目前在国外形式多样,内容推陈出新,集视听于一体,达到了极佳的传播效果。相比之下,国内的行政广告受各种因素影响,数十年如一日,形式陈旧,内容单一,传播渠道狭窄,收效甚微。而且针对于行政广告的整体调研,国内仍尚未开展,因而具有极强的可操作性。 The government communication is “the process by which the state authority uses symbols such as language and words to transmit and exchange information with the target public through the media.” With the change of government functions and the rapid development of communication ideas and mass media, the focus of government communication has shifted from “say ” to “how do you say ” to “”. And this coincides with the concept of modern advertising. The advertisements for various modes of publicity are currently in various forms in foreign countries. The content is refreshing and the audiovisual system is integrated with one another to achieve an excellent communication effect. In contrast, the domestic administrative advertisements are affected by various factors. For decades, the forms of obsolescence, content alone and channels of communication are narrow with little effect. And for the overall research on administrative advertisements, the country has not yet carried out, and therefore has a very strong maneuverability.