Persist In The Power Of Public

In this consumerism-oriented society,the social function of public advertisement is weakened.The thesis places Television Public Advertisement as the research subject which emerged in the 1980s and makes analysis as well as investigation into the problems and causes of those problems in Television Public Advertisement.Theme homogenization,low-level originality and narrow living space are the main problems the TV public advertisement is facing which are just caused by consumerism. The main influences exerted by consumerism upon TV public advertisement are as follows:under the influence of consumerism,the commercial operating mode of television media narrows the living space of public advertisement;the mode of enterprises' participation in the production of public advertisement results in its commercialization which affects the expression of the core value in public advertisement; over-entertainment of media environment changes people's values and aesthetic needs and compels public advertisement to clear up its perfect discourse system.To realize the function of social indoctrination,public advertisement must undergo all-round reforms, namely,main values must be manifested in terms of agenda settings;humanistic care must be embodied in terms of value expression;modem aesthetic needs must be conformed to in terms of expression form;government supervision must be strengthened in terms of system and special associations must be established to ensure the long-term strategic operation of public advertisement.