公益广告从“有创意”到“有效”

From Creativeness to Effectiveness of Public Service Advertisements

评价公益广告优劣的标准不是其过程是否"有创意",而是结果是否"有效"。孤立于效果之外评价公益广告的创意性是哗众取宠、毫无疑义的。是否有效的评价依据有两个方面:促使受众产生公益行为和建立公益观念。前者是即时性的,后者则具有长远的意义。

The criteria for the evaluation of a public service advertisement is not the creativeness of its process but the effectiveness of its result. As a result, it is pointless to evaluate the creativeness of a public service advertisement without consideration of its result. There are two aspects of evaluation basis for the effectiveness： bringing up public welfare behavior and establishing public welfare concept. The former has immediacy while the latter long-term significance.