The Ideological And Political Education Function Of The Public Service Advertisement

The public service advertising (PSA) is issued by the government, enterprises, social organizations and the media, to regulate the public's words and deeds and promote social morality. Fundamentally, the public service advertising is a powerful educational force. The PSA is a special form of advertising, which developing to a certain stage. The PSA and the Ideological and political education have the intrinsic logical relation. From the scope of activities, they both belong to the information dissemination activity. From the objective point view, they both pay attention to human and their ultimate goal is to develop and shape people. From the principle of operation, they both experience the process of internalization and externalization, active and dynamic. The PSA expands the coverage of ideological and political education, Enhances the attractiveness and penetration of the ideological and political education by combing the dominant education and recessive education.The PSA's function of ideological and political education conforms to the moral reconstruction, meets the inherent requirements of the new way in life, and further strengthens the effectiveness of ideological and political education in the inevitable choice. From the relationship between the PSA and ideological and political education, we can divide into information dissemination function, humanistic care function, shaping the image function, cultural lead function, the political guarantee function. Information dissemination function is basic sexual function. Humanistic care function is the core function. The last ones are exploited from the active factors of the PSA. They are mutual connection and play an important role.Because the PSA started late in China, and it's not mature in many ways, this limits PSA's functions of the ideological and political education. The subject of PSA understands simple and one-sided. The level of production is not high. The educators of Ideological and political education don't pay much attention to the PSA and participate less in the PSA. In order to promote the function of PSA in Ideological and political education, we give some advices. Firstly, the government, enterprises, social organizations and the media play a joint role, correctly understanding the function of PSA in Ideological and political education. Secondly, the subject improves the creative of PAS with the audiences' demands oriented to solve the social problems. Lastly, the educators increase media literacy and strengthen the consciousness of using PAS.