Must-memorize materials for the 2015 Heyuan Public Institution Examination and Interview: Public Service Advertisements

When it comes to advertising, people often associate it with the market and the smell of money. It is true that advertising communication is a product of the market economy and must serve the market economy, but there is still a new world in the advertising field, which is public service advertisements that serve social and public interests. Moreover, due to its characteristics of ever-present, ubiquitous, prominent appeal points, and strong penetration, public service advertisements have unique communication advantages in promoting the construction of social civilization. Since modern public service advertising was launched in my country in the mid-1990s, it has burst out with vitality and has become an integral part of promoting the construction of socialist spiritual civilization. In recent years, with the active participation and promotion of relevant departments in our country, public service advertisements have entered a new stage of development, playing an important role in conveying socialist core values, promoting positive social energy, advocating social ethics and positive and healthy personal behavioral norms.
It should be said that public service announcements are highly valued in our country, but due to differences in awareness and use of funds, the dissemination of public service announcements is also uneven. How to ensure the healthy operation of public service advertisements and achieve ideal communication effects also requires support and how to support it. Some countries and regions with relatively developed advertising industries have their own practices when carrying out public service advertising activities. Our country has become the second largest advertising country in the world and is committed to public service advertising. It should also operate in a way that is consistent with our country's actual situation.
But it must be said that although public service advertisements have good communication effects, because their service targets are the public and the information content disseminated affects the public interests of society, how to ensure the healthy operation of public service advertisements and achieve The ideal communication goal also involves the question of support and how to support it.
In terms of the role and effectiveness of public service advertising, radio and television media have stronger advantages. Radio and television can influence the audience from both sound and image aspects, and are relatively more powerful and influential in the performance and dissemination of the content of public service advertisements. The State Administration of Press, Publication, Radio, Film and Television has seized the communication advantages of radio and television media, dared to make decisions, and provided strong support, thus making the communication of public service advertisements unprecedentedly prosperous. By the end of the year, the State Administration of Press, Publication, Radio, Film and Television had organized central and provincial stations to produce over 100,000 themed public service announcements, which had been broadcast for nearly 10,000 minutes, making positive contributions to promoting the construction of social civilization in our country.
To be able to achieve such results, we should first highly appreciate the insight of the State Administration of Press, Publication, Radio, Film and Television, fully understand the communication characteristics of public service advertisements, and see that public service advertisements are important to our country in such a period of comprehensively deepening reforms, in-depth anti-corruption, and We attach great importance to the organization and promotion of public service advertising communication activities in the radio and television system, and take effective measures. Public service advertisements are communication activities that are beneficial to social civilization and social public morals. They are also information dissemination that requires expenditure and require certain financial support. The State Administration of Press, Publication, Radio, Film and Television has allocated tens of millions of yuan out of its limited financial funds to support and encourage the dissemination of public service advertisements. This is what is called using good steel on the blade.
It needs to be pointed out that with certain support, the communication of public service advertisements, in addition to improving the operating rules, must also work hard on how to enhance the communication power, strive to innovate, and produce more high-quality products. The creation of public service advertisements should also be more innovative and down-to-earth, just like our country's journalists, and strive to produce more excellent works that are closely related to the lives of the people in our society, are willing to accept them, and are impressive.
Public service advertisements, especially radio and television public service advertisements, require a high investment. From planning and conception to creation and processing to broadcasting, media advertising departments and advertising companies have to spend a lot of manpower, financial and material resources. However, it can be seen from the above results that radio and television stations from the central to provincial levels are actively responding to and implementing the arrangements of the General Administration. They do not care about the interests of their units, proceed from the overall situation, consider the society, and actively invest in the creation and broadcast of public service advertisements. . As far as the author knows, CCTV has allocated funds specifically for the creation of public service advertisements. In recent years, it has launched many public service advertisements with great influence, some of which have been deeply rooted in the hearts of the people. The leaders of Beijing People's Broadcasting Station have attached great importance to it since the station, and they have spent a lot of money and manpower to create with great care and strive to produce high-quality products. At the same time, we should call on more media, especially new media such as the Internet and mobile Internet, to join this ranks.