ThirtyFive Years at a Glimpse A Brief History of ICDs 在看到一个ICD的简要历史三零五年.pptVIP

Public Service Advertising in China: Social Marketing in the Making By Kara Chan Hong Kong Baptist University Hong Cheng Bradley University AAA Asia-Pacific Conference June 1, 2001 Public Service Advertising (PSA) Communicating a message on behalf of some good cause Created for free by advertising professionals, with space and time donated by the media A major social marketing format Social Marketing Adopting marketing mindset, processes and strategies to non-commercial settings Also a logical extension of persuasion theory and diffusion theory PSA in China 1979: Commercial advertising came back to life 1987: First PSAs occurred 1996: PSA became truly popular 1996-’99: 70,000 PSAs were published or aired Themes of National PSA Campaigns in China (1996-2000) Year Theme 1996 Promoting the revival of traditional Chinese values 1997 Eulogizing the Chinese nations unremitting efforts to make itself stronger and celebrating the return of Hong Kong to its motherland 1998 Encouraging laid-off workers from state-owned enterprises to start afresh and glorifying the heroic spirits demonstrated in anti-flood campaigns 1999 Celebrating the 50th anniversary of the founding of PRC and the return of Macao to its motherland 2000 Promoting an optimistic outlook on life and advocating environmental protection and natural resources conservation Chinese PSA’s Characteristics Alternative means for promoting dominant ideology Seasonality Limited geographic reach PSA’s Functions in China Offering correct courses for actions to current social problems Advocating actions that serve the welfare of the majority or the long-term benefits of the society Raising the moral standard by establishing an optimistic outlook on life Educating the public on health and hygiene issues Eulogizing the Partys achievements, facilitating political stability, and promoting social development Increasing advertisers, advertising agencies, and media practitioners sense o