我国廉政公益广告的传播现状和传播策略研究

On China's Anti-corruption and Public-interest Advertisings and their Strategies

随着经济的发展,廉政公益广告也越来越多的走进人们的视线,而其传播效果却一直不尽如人意。分析了廉政公益广告的传播现状和存在的问题,究其根源,在于广告本身对于受众定位不够清晰。在对广告目标受众、广告创意策略等方面进行分析的基础上,结合对香港、日本等地的优秀廉政公益广告案例的研究析,提出了我国廉政公益广告的传播策略。

With the development of economy,anti-corruption and public-interest advertisings are increasingly familiar to the audience,but their effects are not satisfactory.The paper makes an analysis of the advertisings and their problems and suggests that their failure is related to the absence of the audience positioning.Upon analysis of the target audience and advertising innovation,the paper studies the successful advertising cases in Japan and Hong Kong and proposes the strategies for good anti-corruption and publicinterest advertisings.