Purpose and significance of public service advertisement

Question 1: What is the significance of public service advertising? First, with the help of public service advertisements, enterprises can shape their corporate image on a broader and deeper level, create a new platform for communication with the public, and thus create commercial value.

Second, at the most basic level, public service advertisements have a basic "consulting function", and it is direct and effective to advocate and discourage specific behaviors.

Third, in many cases, public service advertisements do not necessarily require the audience to do something accurately or not, but only appear as a simple moral counseling tool to make a macro persuasion in a general direction. The "moral persuasion" value of public service advertisements focuses on "persuasion" rather than "restraint", which is also the content that basically all public service advertisements will design. The purpose of public service advertising is not to educate people what they must do. The means to be taken is not "indoctrination" but "guidance". Public service advertisements must "convince people with reason and convince people with emotion" in order to maximize the role of "morality", otherwise it will become empty talk.

It can be seen that public service advertisements have played a lasting and positive role in raising public awareness, inspiring people to take action and promoting social progress. It is a favorable tool for social marketing.

Question 2: What are the characteristics, functions and significance of public service advertisements? 1. The concept of public service advertisement

Advertising is any kind of paid and impersonal statement and promotion of ideas, goods or services made by identifiable advertisers.

Public welfare can be understood as public interest. According to the definition of advertising, public service advertising is any paid and impersonal statement and publicity made by advertisers based on the idea of contributing to the public interest. It appeals to the public to pay attention to a social problem through the transmission of a certain concept, to regulate their behavior with norms in line with public interests, and to support or advocate a certain social cause or social fashion. The sponsors of public service advertisements invest time and financial resources to convey ideas or opinions beneficial to the public interest through mass media.

In the United States, public service advertising aims to enhance the general public's understanding of outstanding social problems, influence their views and attitudes towards these problems, change their behaviors and practices, and thus promote the solution or alleviation of social problems. Among them, one kind is public service advertisement, that is, all kinds of advertisements issued by social organizations such as Greenpeace and Animal Protection Association, aiming at the social problems they care about. The other kind is opinion advertisement, which refers to the attitude of enterprise groups towards various social phenomena. This is an extension of corporate image advertising, showing corporate personality in society.

2. The role of public service advertising

As early as Herman and Chomsky's related writings, the saying of "manufacturing identity" was mentioned. They believe that the media is actually a propaganda tool, which teaches people various values and codes of conduct, guides people to accept new lifestyles, and integrates people into the social system made by the media. In the process of "creating identity", public service advertisement is the most realistic, direct and effective way.

Through TV broadcasting, newspapers and magazines and life practice, we find that various social problems are constantly emerging, such as drug abuse, environmental pollution, domestic violence, traffic accidents, the spread of AIDS and so on. There are many reasons for the problems, and there are many ways to solve them, but how to curb the proliferation of social problems, reduce or even eradicate them? Only by mobilizing all citizens to carry out social change movement, that is, "one group (initiator of change) carries out organized activities aimed at persuading other groups (target recipients) to accept, adjust or give up certain concepts, attitudes, habits and behaviors". For example, family planning, Project Hope, AIDS prevention and treatment in China are all national social change movements.

For a long time, public service advertisements have been regarded as one of the means to solve different social problems and urge the public to cooperate with the social change movement with correct concepts and behaviors. It is a powerful tool for social marketing. The word "social marketing" first appeared in 197 1, when the principles and skills of marketing were used to advocate a social movement, idea or behavior. Since then, the meaning of this term has gradually evolved into the science of social change management, especially the design, implementation and control of change movements in order to improve the acceptance of a certain social concept or practice among one or several target recipients. In social marketing, public service advertisements in the United States and Japan have played a significant role in achieving the purpose of social marketing, that is, changing harmful concepts and behaviors, or accepting new ones, raising national awareness and helping to solve social problems.

3. Further analysis of public service advertising, it has the following characteristics.

(1) Non-profit. Public service advertising aims at the harmonious development between man and society, man and nature, and aims at social protection and improving group literacy to promote social development. Pay attention to social benefits. Compared with commercial advertisements aimed at profit, public service advertisements are non-profit. Any unit or individual engaged in public service advertising, his ultimate goal is public welfare, not profit.

One thing to note is that not taking profit as the purpose does not mean that engaging in public service advertising is a loss, but should be flat or profitable. Only units or individuals engaged in public service advertisements may not distribute surplus between owners and managers, and must be used to improve the quality and quantity of public service advertisements.

(2) Conceptual. Public service advertisements appeal to ideas, and with the help of the spread of some ideas, they urge the public to enlighten, introspect and pay attention to a certain social problem, and regulate and practice their behaviors with social behaviors in line with public morality, so as to form a good social fashion or support a certain social cause. It spreads the idea of spiritual form, not the commodity of material form.

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Question 3: The purpose and significance of advertising marketing. 30-point leadership expert Bin Chen (micro-signal cbcbss)

First of all, we should understand the mechanism of advertising.

1, advertising can change customers' cognition of products, let customers know about a product and improve product visibility;

2. Advertising can tell customers what the main function of the product is and what the product stands for, and build an impression in the customer's cognitive system, which will help the product to open up the market;

3. Good advertisements can improve the reputation of products, make customers have a good impression on products and stimulate customers' desire to buy.

Therefore, the purpose of advertising marketing is to establish customers' awareness of coins or brands, improve brand awareness and reputation, and promote sales growth through brand communication. In the field of fast-moving consumer goods, the role of advertising is particularly obvious.

Question 4: What is the purpose and significance of baidu promotion? The purpose is to let your potential customers find you. It means that after potential customers find you, they will punish customers through your efforts and your products, and finally reach a cooperation!

Question 5: What is the function of advertising? What kind of purpose can be achieved? The function of advertising refers to the basic efficiency of advertising, that is, the effect and influence of the content spread by advertising on the object and social environment. Hefei advertising company believes that studying the function of advertising is actually studying what purpose advertising can achieve. American historian Porter described it in his book "The Rich Man": "Advertising has a great influence in society, comparable to traditional systems such as schools and churches; Advertising has great power to dominate the media to create popularity. In this sense, advertising is one of the few systems that can regulate society. " Comparing the influence of advertising on society with the influence of schools and church systems, although it sounds exaggerated at first glance, it is not unreasonable to think about it carefully. With its strong penetration and repeatability, as well as the continuous development of global economy and media technology, modern advertising plays an increasingly important role in social economy and social culture. Let's take a look at the functions and functions of modern advertising from two aspects: social economy and social culture. First of all, the socio-economic function of advertising stems from the needs of the development of commodity economy and serves commodity production and commodity exchange. Although with the development of social life, this form of advertising is gradually applied to other aspects of social life, or people regard other similar advertising activities in social life as advertisements, such as * * * announcements and social release of personal information. And advertising has a wider range of content and significance. But even in modern times, commercial advertising is still one of the most important forms of advertising, so the social and economic function of advertising is the most important and basic function of advertising. The economic function of advertising is mainly reflected in the following two aspects: 1. Promote commodity circulation, stimulate consumption desire and guide consumption behavior. 2. Promote competition, shape corporate image and improve management level. Second, the social and cultural functions of advertising Today's social advertising is not only an economic behavior, but also a unique social and cultural phenomenon. Just like Neil? m？ In Advertising in Daily Life, appleton said: "Advertising is the wallpaper on the social wall, in our daily life and dreams." Modern advertising has penetrated into all fields of social culture and has had a far-reaching impact on people's lives, mainly in the following three aspects: 1. Promote social education and change lifestyle. Enrich popular culture and beautify lifestyle. Promote media development.

Question 6: What is the meaning of advertising? Advertising and meaning

In modern society, advertising is the most influential social system: it constructs the content of mass media; It seems to play a key role in human understanding of the world; It controls some very important cultural systems and popular elements. What makes something unique in the world today so powerful?

For this problem, we have to start from the relationship between people and things. Man and nature have existed for thousands of years. Through human labor, nature is gradually transformed into an environment suitable for human survival. You and I have to admit that human labor is so great and creative. Humans use the resources endowed by nature to create things that do not exist in this world, such as tools. The reason why an article is valuable is that one comes from its materials and the other should come from human labor; We call the process of creating things through labor "objectification". Please follow me for further exploration. It is with the process of objectification that unique human experiences different from other animals can be revealed and human will and needs can be expressed through objective objects. From this point of view, objects are very important to human beings. As the object of discourse, advertising occupies an important position in modern society.

This really makes me wonder. Since advertising is a kind of discourse of the object, why does it only appear in modern society? For this problem, we can only think about the manifestation of objects in modern society and the objectification process in modern society. Neither you nor I can deny that the object form of modern society is commodity. However, what are the characteristics of commodities, which are magical and grotesque in Marx's eyes? Commodity has its materiality and symbolism. Its material characteristics meet the basic material needs of human beings; Its symbolic features meet the spiritual needs of human beings and endow commodity holders with social attributes. For example, goods obtained through scarce resources can reflect the holder's high-level social status. Please follow me to explore the symbolic meaning of goods more deeply. In all cultural forms, it is inevitable to think about the relationship between people and things in the context of power at any time; And the symbol, it is this thing that gives the object the soul and makes the holder of the object gain the right. However, who gave this symbol meaning? How is the meaning of this symbol recognized by people? This seems to be a ceremony to let everyone realize the meaning of a symbol. The ceremony in the anthropological sense is actually an effort to form and consolidate the dominant social significance, and it is also a way to fix social relations. For any society, if there is no some form of ceremony, it means that this society has no collective memory. Whether in primitive society or religion, rituals are everywhere. In modern society, it is advertising that endows goods with symbolic meaning, and its ceremony is the process of consumption.

In this way, new problems have also arisen. It is advertising that gives meaning to goods and soul to goods. Why not something else? For example, the social attributes of producers. For this problem, we will explore it from the objectification process of modern society just mentioned. "In the real society, we feel powerless, and this feeling reflects the real situation of our exploitation and oppression in our consciousness. But we regard this sense of powerlessness as an endless and ruthless fate, not a historical state that can be changed. " The historical state mentioned in this introduction is the state of our modern society. In capitalist society, laborers sell their labor as commodities to capitalists and enter the production process of commodities as another means of production. Because capitalists control a large amount of knowledge of production materials and production processes, workers are reduced to a situation of exploitation and oppression. "All the materials used to develop production are firmly in the hands of capitalists and become tools for comrades and exploiting producers. Under their distortion, workers are no longer complete people, but only fragmented individuals. Under their devaluation, workers are just vassals of machines, in vain; Under their ravages, the real connotation of labor has become the source of pain. Workers are separated from themselves and alienated from each other; The more science is integrated into production and becomes an independent force, the more they will strip their intellectual potential from the labor process. " This quotation from Marx clearly illustrates the situation of producers who sell their labor. Among them, why do producers who sell labor become fragmented individuals under the capitalist production system? Why ... >>

Question 7: What are the characteristics, functions and significance of public service advertisements? This is just my own opinion. The characteristics of public service advertisements are pure and simple. It has strong educational and symbolic significance. Its function is to stimulate people's consciousness and make people pay attention to things around them. This is an abstract understanding. Commercial advertising is different. Its main function is to bring more benefits to advertisers. It's just part of the group. This is a private act. Public service announcements are for the collective interests of all mankind. The biggest difference is that one is a group and the other is an individual. In the form of expression, the form of public service advertisement is more meaningful, which is considered to be meaningful, thought-provoking, educational and enlightening, while the form of commercial advertisement is more direct and meaningless. It's very commercial. It's really propaganda.

Question 8: The role of public service advertisements is meaningful. Social welfare undertakings are non-profit undertakings, whose purpose is not to seek the interests of market economy, but to benefit the society. They are undertakings to develop human potential from the aspects of culture, spirit, physique, society and environment, and create various basic conditions and values for the survival and development of human society. Social welfare is a social undertaking, which requires the participation of all social members. It is also inseparable from the dissemination and exchange of information in the process of development and operation, especially the media and channels through which public welfare undertakings spread information to members of society, which led to the emergence and development of public service advertisements. Therefore, the existence and development of social public welfare undertakings is the realistic basis for the existence and development of public service advertisements.

The difference between public welfare and for-profit is not only the difference between social public welfare undertakings and social for-profit undertakings, but also the difference between public service advertisements and commercial advertisements. This difference is manifested in motivation, content, results and so on. One of the motives for advertising is public welfare and the other is profit; As the content of advertising, one is to spread public information and the other is to spread commercial information; The result of advertising is to promote the development of public welfare undertakings without bringing profits, and to promote the development of for-profit undertakings with profits. When we study and discuss public service advertisements, we must first accurately grasp the essential characteristics of public service advertisements and distinguish them from commercial advertisements. Of course, public service advertisements and commercial advertisements are also related, with * * *. Can they be combined under certain conditions for mutual benefit? This is a problem that needs further study.

In order to improve the quality of public service advertisements and give full play to their functions, it is necessary to clarify the social functions of public service advertisements, because the social functions of public service advertisements and the inherent laws of social functions of public service advertisements have been clarified, and ways to improve the quality of public service advertisements have been found.

The social functions of public service advertisements are embodied in the following aspects:

1. Public service advertisements with communication function play an extremely important role in the construction of socialist spiritual civilization. * * * The guiding principles and fundamental tasks of China's socialist spiritual civilization construction pointed out in the Resolution on Several Important Issues in Strengthening the Construction of Socialist Spiritual Civilization of the Sixth Plenary Session of the 14th CPC Central Committee are also applicable to the basic ideas of public service advertisements. Our public service advertisements only spread information of scientific theory, correct public opinion and noble spirit; Only by disseminating information that is conducive to improving the scientific and cultural, ideological and moral, democratic and legal level of the whole nation; Only by spreading information that is conducive to uniting and mobilizing people of all ethnic groups throughout the country to build China into a prosperous, strong, democratic and civilized socialist modern power can it become a real public service advertisement. On the other hand, if information harmful to the healthy development of people and society is disseminated, advertisements without any commercial nature are still not public service advertisements.

2. The value orientation and educational function of public service advertisements can play an important role in ideological and moral education. Every public service advertisement, with or without written explanation, is expressing some thoughts and concepts, reflecting some value judgment and pursuit. The process of people accepting public service advertisements is the process of interpreting the ideas, concepts and value orientations it contains. The ideas and concepts that public service advertisements can contain and express can be multi-level and multi-faceted. It can not only express people's practical concepts, but also express deep-seated philosophical concepts. Because the value orientation and educational function of public service advertisements are produced when people involuntarily "appreciate" advertisements, it is a subtle process, so it is easy to penetrate into people's spiritual world, which is very important for public service advertisements. However, only the value orientation of public service advertisements is correct, and if it can't attract people's attention, it won't play any role.

3. Aesthetic function If public service advertisements are expressed through artistic forms such as calligraphy, painting, sculpture, music, singing and dancing, they have certain aesthetic functions. People regard the process of accepting public service advertisements as the process of appreciating a work of art; At this time, people are not only edified ideologically, but also enjoying beauty. The stronger the artistry, the more infectious it is, the more it can attract people's attention, and the more it can make people receive education unconsciously. When we understand the aesthetic function of advertising, we should not only use it as a means of ideological education, but also use it to carry out aesthetic education, improve people's aesthetic taste, cultivate people's sentiment and stimulate people's desire and pursuit of truth, goodness and beauty.

4. Advertising information with audio-visual adjustment function can be transmitted through auditory signals, visual signals and mixed audio-visual signals. & gt