The Ethics Value Of Public Service Announcement

Public service announcement has developed more than 20 years in China, the development has experienced from simple slogan to sensuous, rally the creativity, pay attention to communication effect modern welfare advertisement on real significance, nowadays. At present, Chinese public service ads have become the major power to social harmony and progress with its unique social values and ethical perspective, also the charitable advertising special powers of ethical value aroused wide attention of all social sectors, and gradually became an important subject of academic research.Public service announcement plays a role with the function of mainstream values spread and popularity and international, the moral guidance and enlightenment function, disadvantaged care for commercial functions, restricted function, the function of shaping corporate good image. in social development as it has the characteristics, which are pro bono, ethical, educational, consistency, From the view of normative ethics, virtue ethics, ecological and ethical, we could find that welfare advertisement has very important ethical value which is to promote harmonious society construction, the ethical order of the mainstream social values, guide spread public ethics spirit regression, advocate public practice ethical responsibility, propaganda public life rules, strengthen the public "earth citizen" consciousness.Once recognized ethical value of public service ads, how to ensure maximum public service announcement to playing its ethical value has become an important issue. This paper could be divided into the following aspects to discuss the paths of the public service ads ethical value possible:firstly, it could be achieved by establishing perfect law system, for example advertisement law of PRC could be explored or modified or to establish the public welfare advertisement law; Secondly, to suggesting setting up "welfare advertisement regulatory commission," in order to clarify the responsibilities of welfare advertisement regulatory for the event management organization; the third, to build national welfare advertisement broadcast platform and conducting various forms of the media to establish an effective advertisement dissemination system; the fourth, respecting the public consciousness once to select public welfare advertising theme and to enhance the interactive experiences of welfare advertisement with Chinese characteristics, making the welfare advertisement; finally, in reference to countries such as Japan, Korea, America and France advertisement management mode, and on the basis of exploring the commonweal advertisement operation mode and put forward by two steps, gradually realize the government leading to social dominant mode.