Study On The Chinese TV Public Service Advertisement From The Perspective Of Aesthetics

Television public service ads, is mainly refers to advertising made by the government departments and enterprises, institutions, social groups and TV media and other departments, and TV is the main communication carrier, the purpose is to serve the public,for the public interest, to improve people’s life level of civilization and its values are designed not to profit for the purpose of advertising.Public welfare advertisement first appeared in the early 1940 s, originated in the United States, advertising is also known as public service advertising. This article embarks from the Chinese television public service ads, mostly are the CCTV public service ads, respectively from the perspective of aesthetic contents,forms, aesthetic pursuit and aesthetic effect of Chinese television public service ads,to make an aesthetic interpretation of television public service ads. At present, from the perspective of aesthetics, the study is mainly for television public service ad’value.On the one hand,such as language rhetoric and image building, etc. In this thesis, the author tries to study from the aesthetic characteristics of TV media television public service ads, combining the advantages of the previous studies, filling its shortcomings, to prove the value of television public service ads with the artistic and aesthetic.In the conclusion part of this paper, the author mainly illustrates in the age of consumption of Chinese television public service ads, its existence and development facing the unprecedented challenges. However, as every social member and every advertiser, they should clearly realize the television public service ads have a strong social effects and importance of each social citizen, should establish a correct understanding of television public service ads, the advertising makers should use it as a kind of social undertakings, and not just by the government’s efforts to unilaterally and publicity, only in this way can television public service ads in our country be more entrenched, thrive and grow.