我国公益广告的纯粹性研究

Purity Research on Chinese Public Service Advertising

在我国现代商业广告迅猛发展的三十多年里,公益广告一直凭借高度的公信力,在培养文明健康生活习惯、弘扬社会高尚品德、提倡生态环境保护和慈善救助、促进地方经济活力等方面发挥了重要作用。但是随着公益广告商业化愈演愈烈,公益广告的公信力受到了极大威胁。因此,以维护公益广告的公信力、规范其中的商业性参与为研究核心的纯粹性研究,具有重大的现实和理论意义。

In the past thirty years of swift and violent development in the field of modern commercial advertising, public service ads have been playing an important role in cultivating and civilizing healthy living habits, improving social characters, advocating the protection of ecological environment and also the charity, and promoting local economy. But along with the commercial intensifying of public service advertising, its credibility is currently under a great threat. Therefore, a purity research, focused on maintaining the credibility of the public service advertising and regulating the commercial involvement, is of great practical and theoretical significance.