公益广告“讲导向”刍议

On the Orientation of Public Service Advertisements

“广告宣传也要讲导向”所指称的对象既包括商业广告,也包括公益广告。公益广告因其公益性特征,更应“讲导向”。但是从党的新闻舆论工作和社会精神文明建设的要求出发,当下公益广告在“讲导向”上存在更新不够快、立意不够深、发力不够准、身段不够软等不足。公益广告在未来发展中应从提高政治站位、突出主题主线、加强民生关切、完善法律法规、开展专项治理等方面着力。唯有如此,“讲导向”才能落到实处并藉此实现公益广告自身的高质量发展。

The objects referred to by “advertising should also be oriented” include both commercial advertisements and public service advertisements.Because of its public welfare characteristics,public service advertisements should be “oriented”.Proceeding from the requirements of the Party's news and public opinion work and the building of social spiritual civilization,public interest advertisements should squarely face up to the shortcomings in the “stress-oriented” approach,such as the update is not fast enough,the intention is not deep enough,the power is not accurate enough,the body is not soft enough,etc.In future development,public service advertisements should focus on improving political standing,highlighting the main theme line,strengthening people's livelihood concerns,improving laws and regulations,and carrying out special governance.Only in this way can the high-quality development of public service advertisements themselves be truly achieved in the “stress-oriented”.