Summarize Of Research In Chinese Public Service Advertisments: 1994-2004

The research on public service advertising has began as the activity of public service advertising in China .Though the academic result is a lot of,we still lack to tidy up them scholarly and systematically.People know it very few over these years about the development of the study on public service advertising,the cumulations of findings, the raisement and solutions of the problems on Chinese public service advertising work,also the focus and problems need to be solved.Thus, from the point of view of communication,the author tries to make a summarize and interpretation concentratively to the research on Chinese public service advertising,in order that we can form an overall understanding about the studies on Chinese public service advertising and direct to the improvement of furture reaserch .This research chooses documents published from 1994-2004.The author forms an overall research conditions on the studies of Chinese public service advertising from three ways:the time to publish,the basic theories(two sides),and the research topics(five sides).According to results of this research,in the study of the time to publish,Chinese public service advertising study lags behind the implement of practice in the beginning.with the development of the practice in public service advertising,and the hold of theories meetings, also with the expand of academic publications,the interest in the research on public service advertising has improved;In the research of the basic theories,the definitions of public service advertising have not been the same,but they mostly show the influences that public service advertising has brought to on the society and the public,and holds it from the height of morality and spiritual civilization.At the same time,the differences and relations between public service advertising and propaganda is still ambiguity;In the research of the topics on public service advertising,researchers focus their interests on the message in public service advertising,and overlook the study of audience.Based on the summarize and analysis of research conclusion, the author has putforward some advices which the researchers may benefit from.