The Game Between Public Service Spirits And Commercial Purposes

The idea and culture of public service advertising are positive, and be positive influence to society, so it can be easily recognized by the general audiences. Many companies have recognized that it will have a very good advertising effect, if the audience's awareness of public service is projected to the ingenious idea of corporate and brand image by means of public service ads environment, this idea gave birth to corporate public service ads.At present, the company's social image play an important role of the development of enterprises, corporate public service ads is to create a platform for shaping corporate image. However, with the development of corporate public service ads, commercial phenomenon began to appear. The non-commercial and social welfare of the corporate public service ads decided that it couldn't present too many commercial elements. The presence of commercial increases company investing in public service ads, and promotes the development of the public service ads nowadays.What is the value of corporate public service ads? Which game process is running between public service spirits and commercial aims of the corporate public service ads? Faced with the responsibility and profit, how will corporate treat it? What is the future development of corporate public service ads? This article attempts to find answers to these questions, and hope that it will provide some enlightenment to corporate public service ads.The article is divided into three parts.First is introduction section, the topic and meaning of the article are described in detail. And doing a carding to the previous research aiming at the study object, for this study paved a theory-based platform.Second is the main body, which contains three chapters.The first chapter discusses the concept, values and advantages of the corporate public service ads. It is just because the reality existence value of corporate public service and its unique advantages, the corporate public service ads will become the target which companies is chasing.Chapter II analyzes the game state when the company invests in the public service ads, the article analyzes the game from three levels. Due to the game at the three levels, commercialization appeared in corporate public service ads. The article analyzes corporate public service ads's specific performance and consequence. According to the specific performance summarized the nature of the game:The interaction between responsibility and profit.Chapter III aims at finding the reasons behind this game, according to the three levels of game. Based on the results, and integrated with the successful experience of foreign countries, this chapters investigates the future development road of corporate public service ads in our country.The last part is the concluding section, the author summarizes the public spirit of public service and commercial purposes in the corporate public service ads, so as to have a clear understanding of the interaction between public spirits and commercial purposes.