中国公益广告运行机制探究.pdfVIP

公益广告运行机制探究 Research of Chinese commonweal AD.’s Circulation-mechanism 摘 要 从贵州电视台1986年播出我国第一条电视公益广告，我国的公益广告已走 过22年的发展历程。与海外其他国家公益广告的运行机制不同，我国公益广告 事业的发展路径主要有：一、行政指令强制性推动；二、官方大赛奖励、倡导 性推广；三、以重点媒体为骨干，三大广告自发参与，并由此形成了以政府主 导型为主的中国公益广告主要运行机制，这种机制在我国公益广告发展初期起 到了很大的推动作用，但不能从根本上解决我国公益广告当前所面临的一些主 要问题。按照市场经济体制的发展要求，制定相应的政策法规，建立产业化运 行机制，合法地保护与推进公益广告的发展成为当前广告行业所关注的重要课 题。本文采用文献研究与深度访谈相结合的研究方法，希望在对中国公益广告 现有运行机制进行调研、论证的基础上，比较海外相对成熟的运行机制，探索 具有中国特色的公益广告产业化运行机制。 关键词：公益广告、公共广告、运行机制 4 Abstract Starting from the first TV commonweal Advertising in Guizhou TV Station in 1986, the commonweal advertising of our country has developed 22 years. Compared with overseas commonweal advertising, the operation system of our country is different from others countries. The main channels of our commonweal advertising development are as follows: first, coercive promotion by administrative direction; second, initiative promotion by awards of governmental competition; third, base on important media as media, three advertisings participate spontaneously and formed China commonweal advertising operation system with government leading predominantly. This system played an important role at the beginning stage of our commonweal advertising development, but can not solve some important problems thoroughly faced by our commonweal advertising. According to requirement for market economic system development, to formulate relevant statute and policy, establish industrialized operation system, and lawfully protect and promote commonweal advertising development is the important issue for current advertising industry. The paper adopts the research method of