构建全社会参与的公益广告制播闭环研究

Research on the Construction of Closed Loop of Public Service Advertising and Broadcasting Participated by the Whole Society

我国公益广告达到何种发展水平?在主流文化中,公益广告有什么地位?公益广告在发展过程中,出现了很多值得进行学术总结和研究的文化事象。本文从学理上对公益广告在主流传播领域中的地位和价值加以分析,研究其发生学原理,同时对比中外公益广告创作传播运作流程与形式的区别,尝试提出建立新时代公益广告制播改革的架构,吸引企业乃至全社会参与公益广告创作、传播。

How is the development of public service advertising in China?What position does public service advertisement occupy in the mainstream culture?In the development of public service advertising,there are many cultural events worthy of academic summary and research.This paper analyzes the status and value of public service advertising in the mainstream communication field from the academic point of view,studying into its genetic principles,and compares the operation process and form of the creation and communication of public service advertising in China with that in foreign countries,trying to put forward the construction of public service advertising production and broadcasting reform framework in the new era to attract the participation of enterprises and the whole society in the creation and communication of public service advertisements.