公共传播理论视角下公益广告研究的演化进程与定位

Evolution and Positioning on Public Service Advertising Research From the Perspective of Public Communication Theory

公益广告理念在全球的传播源于美国，英国、法国、日本和韩国结合自身的国情特点，建立了各具特色的公益广告运作模式。公益广告的认知演化进程分为三个阶段：历史上服务于战争需要的思想宣传功能、现时服务于政府事务的观念营销功能以及未来服务于社会问题的公共传播功能。中外公益广告的学术研究明显滞后于实践发展的需要，国内有关公益广告的研究起步晚，与国外公益广告思维差距较大。未来国内有关公益广告的研究将采用公共传播的理论视角进行诠释。

Public service advertising concept spread in the global in the United States as the source. England and France, Japan, Korea establish distinctive punic service advertising mode of operation combined with the characteristics of their own national conditions. Public service advertising cognitive evolution process is divided into three stages： propaganda function in service of war need in the history, the concept of marketing function in service of government affairs at present, public communication function in service of social problem in the future. The academic study of Chinese and foreign public service advertising lags behind the development need of practice. Domestic research on public service advertising start late, thinking difference compared with foreign public service advertising. In the future, domestic research on public service advertising will use the theory from the angle of public communication of interpretation.