Public Advertising And Audience Moral Literacy Cultivation Research

Today’s Chinese society in the economic society transformation of the special period, people’s moral sense has a great change. The contents, ways and paths of traditional moral education can hardly meet the needs of social development. Thus, the new ways and paths of moral attainment cultivation are urgently needed by the society. As the flourish of public service advertising and the constant rising of the public service advertising approval by the public, public service advertising has emerged at the right moment as a new way of moral attainment cultivation. However, it still need to explore in-depth for the results, existing problems and problems solving of using public service advertising to cultivate the audience’s moral attainment.The yearly moral public advertising winning works of1999-2008"China’s advertising yearbook as a research object have been selected by the author. The moral public service advertising is divided into7themes:help the weak, honest and trustworthy, the elderly and care for the young, inspiring life, social harmony, abide by rules, devotion to one’s work. Through filtering the7themes,114awarded public service advertisements are confirmed as the study sample. The data analysis of the114public service advertisements indicates that the three main themes are abiding by rules, social harmony and help the weak. And in different periods, the focus of public service advertising on theme spread is different influenced by the social hotspots and guidance of public opinion. Aiming at the study on the process of audience’s moral attainment cultivation of public service advertising, the author has divided it into three parts:The audience’s learning moral knowledge, inspiring moral emotion and generation of moral behavior through public service advertising. Based on this, a questionnaire is set to research the audience. The result shows that the moral emotion formation is affected by the audience’s different understandings of different moral knowledge in moral knowledge learning part and the strength of moral emotion has become an important measurement of generation of moral behavior. Meanwhile, the author also finds that the audience’s moral attainment cultivation of public service advertising is influenced by its own problems and outside policy mechanism through the analysis of the questionnaire research report and filing the related document literature. Its own problems include lack of creativity and improve need of theme sublimation etc. the outside influences include the improvement and perfection of regulator and related laws and regulations. According to these problems, some solutions are proposed. For instance, the creation of public service advertising should grasp the audience’s psychological orientation; the broadcast of public service advertising should be reasonably scheduled; the supervision mechanism should be improved etc.The audience’s moral attainment cultivation has always been the concerned problems by scholars and society. Through research, the author proved that public service advertising plays an important role in the audience’s moral attainment formation and improving as a way of moral attainment cultivation. However, as the large quantity and types of public service advertising, the paper can’t involve all of them, the results are limited on some level. The author hopes the function of audience’s moral cultivation by public service advertising can be better acted through this research.