Theory Of Social Change And China Television Public Benefit Advertisement Development(1978-2012)"

This thesis "theory of social change and China television public benefit advertisement development (1978-2012)", describe China social change after1978. Take three symbol events which impact the contemporary China:1978eleven-third plenary session,1992Deng Xiaoping southern talk and2001China joined WTO as clue. According to focus on after the year of1992and2001Chinese TV public benefit advertisement development, in-depth study on the reasons of China TV public benefit advertisement’s development from theory, as well as dig out it’s unique and development principle that China television public benefit advertisement has.The first chapter:the introduction part. Above all, it mainly introduces the basis of topic and the definition of related concepts; dynamic academic research overview of this topic, and clarifies the research theory and the practical significance; focuses on the main content and research method of this topic research; finally introduces the innovation and the deficiency of this research.The second chapter:preliminary study of the social change in1978and the rise of TV public benefit advertisement. Mainly analysis many social challenges for China’s development after the reform and opening up and the all-round government faced to, in order to demonstration the government’s dominant position during the whole TV public benefit advertisement developing process. Analysis the influences after1978that the reforms of TV media effect on the rise of the public benefit advertisement. Emphases on public advertising such as Guizhou TV’s "water conservation" and CCTV’s "advertise widely" column, thus obtains the rise characteristics of this stage. Finally, explore the experience and enlightenment in this stage impact by the rising Chinese TV public benefit advertisement.The third chapter:study on society further changes after1992and the TV public benefit advertisement development situation. The impacts changes due to the government, the television media and the enterprise, lead to the new development situation of TV public benefit advertisement and characteristics as "government led, multi subject participation". And then, analysis in this phase that the TV public benefit advertisement brings to China gained experience and enlightenment.The fourth chapter:study on the development after2001, society further changes and the TV public benefit advertisement changes also. At first, study from the following five aspects:government control, event driven, TV media support, project actively participate in and non-profit association power, in order to pictured the prosperity of TV public benefit advertisement and development reasons. Focusing on the China TV public benefit advertisement tide caused by the2003"SARS" and2008snow disaster, Wenchuan earthquake,"the Olympic Games" etc. Summarize the characteristics of this stage and analysis the enlightenment and development experience the TV public benefit advertisement effect on the generation of China society in this stage.The fifth chapter:sum up the Chinese TV public benefit advertisement development rules in the year of1978to2012. The three internal rules are:the TV public benefit advertisements deeply influenced by China Marxism news view, the commercial advertisements and benefit advertisement make a forward along with conflict, the basic TV propagation disciplinarian.Conclusion:concluded three stages of Chinese TV public benefit advertisement after1978, and also summarized its developing motivation. Briefly points out the important role which TV public benefit advertisement contribute to promote the socialist spiritual civilization construction. At last, bring forward the opportunities and challenges we facing.