当前地方公益广告存在的问题与对策

Problems and Countermeasures in Current Local Public Service Advertisements

公益广告这一艺术形式有利于推进文化建设,有助于促进地方经济社会的发展。当前的地方公益广告紧跟时代步伐,在倡导精神文明、规范社会行为、提升公众道德意识和弘扬传统美德,提升大众审美力方面发挥了重要作用。但当下的地方公益广告,也还存在抽象化、口号化,缺乏艺术性、创新性和地域特色,以及发布平台与传播渠道不够丰富等诸多问题与不足。要提升地方公益广告的质量,必要站在文化建设的高度提升大众的广告意识,加大经费投入多出精品;同时通过专业人才培养提高广告艺术,丰富广告发布平台和开拓传播渠道,这样才能发挥公益广告最佳的社会效果。

The art form of public service advertising is conducive to promoting cultural construction and promoting local economic and social development.At present,local public service advertisements keep up with the pace of the times and play an important role in advocating spiritual civilization,standardizing social behavior,enhancing public moral awareness,promoting traditional virtues,and enhancing public aesthetics.However,at present,local public service advertisements still have many problems and deficiencies,such as abstraction,sloganization,lack of artistry,innovation and regional characteristics,and insufficient distribution platforms and communication channels.To improve the quality of local public service advertisements,it is necessary to enhance the public s advertising awareness from the height of cultural construction,increase investment and produce more high-quality products,and at the same time improve the art of advertising through the training of professional talents,enrich the advertising release platform and open up communication channels,so as to give full play to the best social effect of public service advertising.