Research On The Reasons For Development And Operating Mode Of TV Public Service Ads In China

The last two years, study on public service ads started to become an important field of research in academia. TV public service ads attract relatively more attention of academia and industry for its wide influence. The issue on development of Chinese TV public service ads becomes the focus of attention. However, overall, academic research in this area is still relatively weak. For the issue on development of Chinese TV public service ads, most researchers reviewed and descriped simply or proposed some simple measures, perspective of previous study was comparative single, and lack of systematic and theoretical. Based on this, this paper discusses the reasons for development and operating mode of Chinese TV public service ads around the core issues on why and how TV public service ads develop in China, by making use of the basic theories of social transformation, social responsibility, public goods and civil society, and using the historical and logical approach, comparative analysis and literature research methods.Firstly, this paper reviews and combing the history of development of Chinese TV public service ads in detail which can be divided into four stages of gestation period, birth period, growth period and exploration period. This paper presents that, throughout 30 years of development, Chinese TV public service ads have gone through a change process from spontaneous to conscious, from single subject to multiple subjects, from government involvement to government-led, from regional to national, from public interest advocacy to concept communication, from enterprises absence to enterprises involvement and initially form the situation of media provide platform for enterprises and enterprises put on the show. In the development process of Chinese TV public service ads, it also demonstrate the following features:subjects of operating pluralist, financing channels diversification, organizational activities large-scale, advertising themes serial and advertising being aired standardization.Secondly, this paper discusses the reasons for development of Chinese TV public service ads. This paper reveals the underlying social reasons for development of Chinese TV public service ads and the driving forces from the government, business, media and the third sector. So, this part answers the issue about "why Chinese TV public service ads develop". This paper presents that, as one kind of information dissemination activities, emergence and development of Chinese TV public service ads was the inevitable outcome of contemporary social transformation calling for and the inevitable result of response to many social problems which were caused by contemporary social transformation. Meanwhile, emergence and development of Chinese TV public service ads was also derived from the needs of promoting the comprehensive development of social civilization, purifying the advertising environment and meeting the growing spiritual and cultural needs of people. Active participation from some TV media and corporate based on social responsibility is also important reasons for development of Chinese TV public service ads. In addition, the third sector such as advertising industry associations and non-profit social organizations also has become important force to promote the development of Chinese TV public service ads with the rise of the third sector.Thirdly, this paper analyses systematically formation and feature of operating mode of Chinese TV public service ads, and discusses the difficulties and its causes of operating of Chinese TV public service ads. This paper proposes that, since 1986, Chinese TV public service ads have formed four kinds of basic operating modes, and have gone through a process of evolution from a single mode dominated by TV media to government-led mode-based multi-mode co-existence. Government-led mode mainly has following four characteristics:First, select and identify the subject of TV public service ads campaigns by government departments; Second, has strong colors of top-down administrative directives; Third, TV media plays a dual role of executives of activities and advertising publisher; Fourth, share TV public service ads works. Meanwhile, there are some drawbacks to the government-led mode:First, multi management; Second, the sense of audience oriented on selecting the themes of TV public service ads is not strong; Third, lack of participation enthusiasm to the subjects of implementation; Fourth, lack of long-term planning and continuity; Fifth, not to think highly of assessing the effect of TV public service ads. In addition, in the operating process of Chinese TV public service ads, there are some difficulties. The basic reason for leading to these difficulties lies in lack of operating mechanisms, dislocation of government's role and weak sense of social responsibility are also an important reason.Fourthly, this paper analyses comparatively the operating modes of TV public service ads in China, United States, France, Japan and South Korea's from an international comparative perspective, and discusses similarities and differences of the operating modes of TV public service ads in these countries. This paper presents that, operating modes of TV public service ads in United States, France, Japan and South Korea's provide the following several useful inspirations for the construction of operating mode of Chinese TV public service ads:First, set up a special institution of organization and implementation of public service ads; Second, apply investigative techniques to collect the themes of TV public service ads campaigns; Third, actively seek support and sponsorship of the corporate; Fourth, it is necessary to assess the effect of TV public service ads.Finally, on the issue about "how Chinese TV public service ads develop", this paper proposes the new ideas on the socialization operating mode of Chinese TV public service ads which is characterized by "community-driven, government regulation" based on China's national conditions and useful experience of foreign countries. This paper concludes that, overall, TV public service ads is a kind of the quasi-public goods with positive externalities. In order to achieve effective supply of Chinese TV public service ads, it is an appropriate choice to supply Chinese TV public service ads by the third sector. And socialization operating mode of TV public service ads which is characterized by "community-driven, government regulation" will be an appropriate choice for the future development of Chinese TV public service ads. The real basis of building socialization operating mode of TV public service ads mainly comes from the following two aspects:one is the policy-oriented of "Small government, big society", the other is nongovernmental transform of advertising industry associations. In particular, in order to building socialization operating mode of Chinese TV public service ads, this paper puts forward the following reasonable suggestions:First, build a professional nongovernmental operation institute of public service ads; Second, design scientific and rational operational flow of TV public service ads; Third, establish a stable and efficient fund-raising mechanism of TV public service ads; Fourth, establish a sound regulatory mechanism of TV public service ads.