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《公益广告导论》的作者,学者潘泽宏曾经站在新世纪的门槛边预言:我国21世纪的公益广告事业将会得到重大发展。事实的确如此,新世纪的这十年间,我国公益广告进入了稳定发展阶段,显出一派繁荣景象。然而,中国公益广告仍有很长的路要走,如去除仍较为浓厚的行政命令色彩、提高创意制作水准、增强企业参与的积极性等。要促进公益广告可持续发展,有赖于建立长效机制,明确传播主体,并努力实现共赢局面。一些发达国家公益广告的运行机制已趋于成熟,其运作经验值得我们借鉴。
Pan Zehong, the author and scholar of Introduction to Public Service Advertising, once stood at the threshold of the new century, prophesied that the cause of public service advertising in the 21st century in our country will have a significant development. Indeed, in the new century, public service advertisements in our country have entered a stage of steady development and show a prosperous scene. However, there is still a long way to go for public service advertising in China, such as removing the color of still-strong administrative orders, improving creative production standards, and enhancing the enthusiasm of enterprises to participate. To promote the sustainable development of public service ads depends on the establishment of a long-term mechanism, a clear communication of the main body, and efforts to achieve a win-win situation. The operating mechanism of public service advertisements in some developed countries has become mature, and its operation experience deserves our reference.