On Corporate Public-service Advertisement Building Corporate Social Responsibility Image

October 26,1987, the CCTV advertising department started the first public service column "advertised widely" in China (mainland),after 20 years of development, public service ads in our country has made significant development and improvement, but did not form a good mechanism. In particular, the absence of participation of many companies caused an emptiness in public service subjects and lack in funds.Corporate social responsibility (CSR, Corporate Social Responsibility) is an inevitable demand at certain historical stage of economic development. In the early 20th century, scholar Oliver Shelton proposed the concept of corporate social responsibility. After the seventies of the 20th century, the rapid economic development of major Western countries caused a lot of social problem issues, corporate social responsibility gradually stepped into the spotlight. In the 60's of last century, Japanese economy developed rapidly, but it did not form a formal concept of CSR, and Japan experienced serious environmental pollution.In the 70's the price of second-hand land soared, Japanese business became a criticized target for the pursuit of profits the sole purpose.To ease the confrontation between the public and the enterprise began to accept the idea of CSR gradually. After China adopted the reform and opening up policy, along with the tremendous achievements in economic development in China, various events violating business ethics appeared, such as "melamine","Sudan Red",and the mine disasters, which hit consumers"confidence in the enterprise, as well as impair the sustainable management capability of the enterprises.The traditional cost, quality, service has become increasingly regarded as the most basic standards for the enterprises by consumers, which is the proper meaning of doing business. The new standards of corporate social responsibility is becoming a key factor for meeting consumer expectations and maintaining a sustainable competitive advantage.Enterprise should do their duty, be a good corporate citizen, and accept the supervision and recognition from society, shape and show a positive image which may benefit the public and environment.As a study of the BSR (business for social responsibility)pointed out that promotion of social responsibility of enterprises has already received a series of practical benefits, including the following:sales and market share growth; brand positioning has been consolidated; corporate image and influence be enhanced; the ability to attract, motivate and retain staff improved;operating costs lowered, etc..①The implementation of CSR has been not only an obligation, but also a strategic decision in business. In recent years, with the popularization of public service marketing and strategical charity, consumers increasingly admitted the enterprises with contribution to society.Public service advertising is an important part of social welfare, a "good power", it has a more authoritative power compared to commercial advertising, public service advertising is a stage to demonstrate the social responsibility of enterprises, on which enterprises might bear some purposes, yet the stage turn out to be more colorful and prosperous.Public service advertising lessen the resistance and defense of consumers with its unique features, communicate emotionally with the social masses,investing in public service advertising will effectively distinguish the enterprises from its rivals, promote its image so as to achieve competitive advantage in image differentiation. This paper attempts to analyze the role of public service ads in shaping the image of enterprises, in the perspective of enterprises, as well as the perspective of corporate social responsibility in theory and practice.Public service advertising could shape a good social image of enterprises and be a new form of public service marketing.Contemporary Chinese enterprises has some problems in applying public service ads to shaping the corporate image, such as a lack in awareness of integration and co-ordination, and ran into certain bottlenecks, we try to find a good point to balance and benefit both sides.Public service is another stage to display a good corporate image, and a good pivot of public service, on this stage, public welfare is also a competitive relationship. Enterprises should support the public service industry, realizing it as a long-term investment, rather than see it as a burden. This is a so called"long term private evil", which is for the eternal operation of enterprises. We try to learn from the relatively successful operational mechanism of public service advertisements, and study what role enterprises should play in the public service advertising mechanism,enhancing a win-win in both enterprises and public service advertisements.