公益广告市场化运作存在的问题及对策

发布时间：2018-08-13 12:54

【摘要】：公益广告是一个国家和民族精神文明的窗口,在一定程度上可以反映国家和民族的综合文化素质,公益广告的快速发展能够有效提升国民的基本素养,推进精神文明建设。我国公益广告的发展起步较晚,对于公益广告的研究也较少,国内真正意义上的第一部关于公益广告的研究著作出版于1999年;随着公益事业的发展,其重要性不断得到社会各界的关注和重视,但是综观当今市面上所存在的众多公益广告,多数公益广告是单纯为了广告而广告,没有与市场策略进行有效的有机整合,影响了公益广告的进步与发展。当前,我国公益广告市场化发展现状不容乐观,除了多数由国家鼎力支持的公益广告能够做到真正的从广告创意、到广告制作,最终至广告播放的层面都备受重视,并最终收获良好的营销效果之外,多数公益广告仍然处于涣散发展的态势之下,对我们公益广告的发展造成了十分不利的影响。本文以公益广告市场化运作为研究方向,通过查阅国内外相关文献,研究国外公益广告发展情况,总结出现阶段我国公益广告发展过程中的问题,并提出推动我国公益广告市场化运作的有效对策,达到促进我国公益广告快速发展目的,为今后公益广告成熟化市场运作提供理论基础。
[Abstract]:Public service advertisement is a window of national and national spiritual civilization. To some extent, it can reflect the comprehensive cultural quality of the country and nation. The rapid development of public service advertisement can effectively improve the basic quality of the people and promote the construction of spiritual civilization. The development of public service advertisement in our country started relatively late, and the research on public service advertisement was less. The first research work on public service advertisement in the real sense of our country was published in 1999; with the development of public welfare cause, Its importance has been paid more and more attention to by all walks of life in the society. However, if we look at the numerous public service advertisements that exist in the market today, most of the public service advertisements are purely for the purpose of advertising and have not been effectively integrated with the market strategy. Affected the progress and development of public service advertising. At present, the current situation of market-oriented development of public service advertising in China is not optimistic, except that most of the public service advertisements supported by the state can truly be paid attention to from advertising originality to advertising production and finally to the level of advertising broadcasting. And the final harvest of good marketing results, most of the public service advertising is still in the situation of lax development, the development of our public service advertising caused a very negative impact. In this paper, the market-oriented operation of public service advertising as the research direction, by consulting the relevant literature at home and abroad, to study the development of foreign public service advertising, summed up the emergence of China's public service advertising development process of the problems. It also puts forward the effective countermeasures to promote the market-oriented operation of public service advertisement in China to achieve the goal of promoting the rapid development of public service advertising in China and to provide a theoretical basis for the mature market operation of public service advertisement in the future.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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