On The Function Of Ideological And Political Education Of Public Service Advertisement

The public service advertising is issued by the government,media and the enterprises, not to profit from the public and use the unique artistic forms of expression to regulate the public’s words and deeds and promote social morality. Characteristics of public service advertising are human nature, social, ethical, permeability and dynamic. Kindness, beauty and truth is the essence of it.The public service ads have internal relations with the ideological and political education. Displays in:the compatibility of content, pass the mainstream values to the public; role of complementary, public service ads is a new carrier of ideological and political education, ideological and political education ensure the correct development direction of the public service advertisement; consistency of purpose, strive to improve the public’s moral accomplishment.The public service ads have five ideological and political education functions, such as adjustment, condensation, guidance, motivation, spur and cultural heritage. However, due to subject of oneness, imperfect mechanism, lag of theory research and the creation talented person lack of ideological and political literacy, the public service ads’s ideological and political education function has not fully play. This article clearly points out the reality urgency of it. For the cause of blocking its function implementation,puts forward some countermeasures to concrete reality:build the perfect operation mechanism of public service ads, build together full play to the ideological and political education function of public advertising and strengthen the construction of ascending grade,aims to give full play to the ideological and political education function of public advertising, to improve the ideological and moral quality of the public,promote the construction of socialist spiritual civilization and promote the health of the human beings and social sustainable development.