反腐倡廉公益广告诉求及效果研究

A Study of Anti-Corruption Advertising

今日期中国反腐力度空前，取得了巨大的成果，并赢得了民心。在这场反腐战役中，除了制度化建设外，也应重视宣传的力量。反腐倡廉公益广告作为一种重要的宣传方式，目前存在传播对象不明确、诉求内容常规表面、诉求方式陈旧等问题。本研究通过小群体讨论，发现：对于公务人员，腐败危及家庭及其个人的诉求具有最强的阻吓效果。简单的道德劝说效果不甚理想。善始善终、弘扬正能量、公众监督举报以及正确区分人情和贪腐界限，都具有阻吓效果。对于普通民众，劝阻不行贿更易达成，要鼓励其举报贪腐，则要在广告中将个人利益与举报相结合。直白、接地气的案例或场景诉求方式效果更佳。反腐倡廉广告宣传要转向科学的轨道，才能提升传播效果，并为中华民族的伟大复兴和中国梦的实现起到良好的推动作用。

China has made great achievements in anti-corruption campaign. In addition to legislation, public service advertising is also very helpful. There are still some obstacles to enhance the effectiveness of anti-corruption advertising, including no targeting, inappropriate themes, and traditional methods of execution. This paper uses two small group discussions and gets some interesting findings. For officials or public employees, the most persuasive theme is to endanger their families or themselves, while the least is the empty moralizing. The themes of a good thing through from beginning to a chaperonage in whole life, the promotion of righteousness, public scrutiny and report, and drawing a bright line between renqing and corruption, are also persuasive. For ordinary persons, it is easier for them to stop offering briberies than reporting corruption. It is useful to combine their personal interests with reporting actions. For executive style, direct, living case or scene is more influential.