A Study On Impacts Of Governmental TV Advertisement Of Public Service On The Civilization Of The Public Consciousness And Behavior

Our country is in the period of social transition, the political, economic, social and culturalaspects of the violent change of structure, multicultural coexistence, bump, people areconfused, unbalance, behavior anomie, people and people, people and society is notharmonious increased, friction increase. So in this special transformation period, thereconstruction for the new age need values system, standardize people’s social behavior,counseling social and cultural psychology, become the urgent requirements of socialdevelopment. In contemporary society, individual socialization process is closely related withthe media, always accept the information from different media. The mass media in individualsocialization has open and no compulsory and interventional not and unity, vivid and easyinfectious wait for a characteristic, it makes the mass media become social education,individual and social communication of the important channels, become social educationsystem established in hope. Social scientists think social change can be realized through threeways, namely\"education\" and\"force\",\"engineering\". These three supplement each other,common determines the development of the society. But education is a basic link, the publicwelfare advertisement form and content are decided it in this foundation link plays animportant role.\"Chinese society needs communication, the construction of a harmonioussociety need social groups and individual room full communication, advertising is emptiedlubricant, can improve and people, people and society, between man and nature understandingand coordination, can help reduce and eliminate misunderstanding, the opposition and conflict,thus contributing to the harmonious society construction and perfect. Television is the massmedia, modern society is one of the most important media. Television has become part of ourdaily life, the influence of it to the public plays a role that cannot be ignored. Publicadvertising rely on TV media at a very fast speed in the spread between the public, will alsoaffect the public civilization consciousness and behavior. Every year millions of Dongguangovernment investment cost in television public advertising, are used to convey thegovernment consciousness, facilitating social psychology, ease social contradictions, etc., soas to enrich construction government and public communication bridge, and promulgatingexcellent traditional culture, advocate good social fashion, constructing the harmonioussociety, and an effective means. How to effectively control the public television advertising to the public behavior civilization consciousness, the influence of the government is the effectivemanagement of a kind of expression. This essay attempts to explore public televisionadvertising to the public consciousness of civilization behavior that influences the general ruleand the internal factors, and to provide the Dongguan government in public televisionadvertising investment and effect evaluation more practical operation level as a reference.