我国公益广告传播中存在的问题及其思考

Current Problems and Reflections on the Propagation of Chinese Public Service Advertising

当前,我国公益广告发展已进入快车道,但快速发展的背后,却隐藏着内容创作乏力、传播媒介较单一、受众缺乏积极性、反馈机制匮乏、效果评估待完善等方面的问题。在界定公益广告的基础上,基于营销传播的视角,通过理论论证及典型例证,分析我国公益广告传播中存在的问题,并提出相应的对策。

Currently,the development of public service advertising in our country has entered the fast lane.However,there are some problems with the propagation of public service advertising,such as weak content creation,singleness of media,lack of audience enthusiasm,absence of complete feedback mechanism and the effect assessment.On the basis of defining the public service advertising,this article,based on the view of marketing communication,tries to analyze these problems and propose some countermeasures through theoretical demonstration and typical examples.