08 Beijing Olympic Games Of Public Service Ads

Public service advertisement is different from commercialadvertisement. It is an important part of public welfare and based on the daily life ofcommon people，using unique Originality，deep connotation，art making advertisementmeans and using bright position，healthy measures to induce people. From the publicservice advertisement，we can find so many social problems that we think it is valuablefor solving social problems. Because It’s inherent unity of the promotion of humancivilization, social progress is the some to the Olympic purpose：building a betterworld，the period of hosting Olympic games became a golden period to developingpublic service advertisement of our country. This paper use Case study method，Literature data method and Interview method which giving a deep research to2008Beijing Olympic public service advertisement. We think the originality are first，Advertising creativity and the spirit of the Olympic Games are closely linked. Second，Advertising creative highlight the rich atmosphere of national culture. Third，Publicparticipation increase color of public service advertising propagation. The forth，Material from simple life resonated with the audience. The Propagation characteristicsare first，the communicators spare capacity at meeting the Beijing Olympic games.Second， The participation of the enterprise gives new life to public serviceadvertisement. Third, the communication demands accurate, practical. The forth，manyof the media to participate actively so there are many good works produced. TheCommunication demands are first, Advocating humanistic spirit, advocating a civilizedbehavior, leading the fashion social and creating a good atmosphere. Second，Spreadingthe Olympic spirit, popularizing Olympic knowledge, expanding the influence andsupporting for Olympic Games audience.All in all,the Creativion, production, and operation of public service advertisementin this period are more advanced than other, but the pity is because lacking of depthon the works and some other reasons letting The Propagation research of2008BeijingOlympic public service advertisement have some insufficient. First of all, creativity ofworks is not deep and the details of life, psychological and other aspects of thecharacters portrayed are lacking of depth. when arounding the " welcome the Olympics,stressing civilization, establish new trends" as the theme, we interpret he Olympic spirittoo superficial.Secondly,. Although the creativision, production, and operation of publicservice advertisement in this period are more advanced than other years, someadvertising entries" preaching" means,and needs more creative expression. Once again,China’s social environment is far from enough, we should pay attention to function ofpublic service advertising on moral education. Finally, at present, our country public service advertising operation almost based onnational government and how can we find a lasting effort mechanism needing moreresearch. Here are some suggestions, First of all, Of course, the government shouldsupport, but somewhat should be done somewhat not. Secondly, attracting moreenterprises to participate in public welfare and Strengthening the public serviceadvertising innovation. Thirdly, Improving media social responsibility and enhancingtheir participation on innovation. The fourth, construct professional public serviceadvertising organization letting them became become bridge of government, enterprises,media communication, charity and personal.