公益性——商业广告的新卖点

A New Selling Point of Commercial Advertisements Lies in Public Welfare

商业广告由于"商味"太重越来越不受人们欢迎,公益性因"去商性"一向博得人们普遍好感。广告主、广告发布媒介、专业广告公司为履行社会的功能和责任,表明自己追求的不仅仅是从经营中获利,也参与对社会问题的解决,在向消费者阐明这一意图时,往往借助公益性这一方式来实现自己的社会理想。可见商业广告新卖点在于公益性取向。

Commercial advertisements are unpopular because of their increasing＇ over-commercialization, meanwhile public welfare gains common favor from people due to de-commerciality for a long time. In order to carry out their social functions and duties, enterprises, professional advertisement companies and mass media chase after working profit as well as taking part in solving social problems. Setting forth the intention to consumers ,they realize their own social ideals by stressing public welfare in some cases. Considering the above views, a new selling point of commercial advertisements lies in public welfare.