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1、公益广告的概念1,theconceptofpublicserviceadvertising:Advertisingisanon-personnelstatementandpromotionthatismadebyanadvertiserinanyway,inpayment,inanyway,intermsofitsideas,goodsorservices・Publicgoodcanbeunderstoodaspublicgood・Accordingtothedefinitionofadvertis
2、ing,publicserviceadvertisingistheadvertiser*sadvice,promotion,andnonpersonnelstatementandpromotionofanyideathatcontributestothepublicinterest・Ittransmitssomekindofidea,appealstothepublictopayattentiontoasocialproblem,toconformtothepublicintereststandar
3、dtoregulateownbehavior,supportsorinitiatessomesocialcauseorthesocialcustom・Thesponsorsofpublicserviceinvesttimeandmoneytoconveyideasoropinionsthatbenefitthepublicinterestthroughthemassmedia・IntheUnitedStates,itaimstopromotethegeneralpublicunderstanding
4、oftheprominentsocialproblems,affectingtheirviewsandattitudesontheseissues,changetheirbehaviorandpractices,soastopromotetosolvesocialproblemsorrelieve.Amongthem,oneisPublicAdvertising,whichisakindofadvertisingissuedbysocialorganizations,suchasGreenpeace
5、andanimalprotectionsociety,forthesocialissuestheyareconcernedabout・TheotherisOpinionAdvertising,whichisanenterprisegroup*sattitudetowardsvarioussocialphenomena・Thisisanextensionofcorporateimageadvertising,indicatingthattheenterpriseinthecommunityperson
6、ality.InJapan,publicserviceadvertisingiscalledpublicadvertising,"Dentsudictionary''willbedefinedas''enterpriseorgroupsaiditssocialfunctionsandresponsibilities,showedhowtointerveneandparticipateinsolvingsocialproblemsandenvironmentalproblems,toclarifyth
7、eintentionofadvertisingtoconsumers・"ItissimilartoAmericanopinionadvertising,andaimstoshapeitsownpublicrelationsimageinthepublic・1,theroleofpublicserviceadvertisingAsearlyasinHerman(Herman),Chomsky(Chomsky)〃tocreateidentity",ithasbeenmentionedintherelev
8、antwritingstheythinkthemediaisactuallyapropagandatool,itteachespeopleaboutallkindsofvaluesandnormsofbehavior,andguidepeopletoacceptthenewwayoflife,makepeopleintothemediasocialsysteminmanufacturing・Intheprocessofmanufacturingidentity,pub
