公益广告,理应属于“社会营销学”范畴。即把推销商品和服务的原则与技巧用广告的形式来推行对社会有益的观念。由公益广告对某种观念的传达,以唤起人们对一些带有普遍性的社会问题的关注与共鸣。通过公益广告的形式,鞭笞一些不良的社会现象;提出一些带普遍性的社会问题,以警示大众,唤起人们对这些社会问题的关注;提倡一些健康向上的社会风尚,警示人们以一种合呼社会公众利益的准则去规范自己的行为;唤起大众对某项社会公益事业的同情与支持。所以, Public service advertising, should belong to the category of “social marketing.” That is, the principle and technique of marketing goods and services should be promoted in the form of advertisements that are beneficial to society. The communication of a certain concept from PSAs to arouse people’s concern and resonance with some of the common social problems. Public welfare advertisements are used to whip up some bad social phenomena. Some general social issues are raised to warn the public and arouse people’s concern about these social issues. Some healthy and progressive social practices are promoted, warning people to use a common call Public interest guidelines to regulate their own behavior; arouse public sympathy and support for a public welfare undertakings. and so,