The Ideological And Political Education Function Of Chinese Public Service Advertisement

The public service advertisement is carried out from the government, socialcommunity, enterprise and the media jointly. This kind of advertisement which meansto promote the public interest is geared to the needs of guiding the social public, toinfluence public opinion, correct the mistakes, and maintain the ethical behavior. Thus,the service advertisement is a kind of non-profit advertising which must becharacterized with the educational effect, popularity, diversity of content and hotthemes in order to face the mass audience. The public service ads have the broadestfunctions for ideological and political education. Because the public service ads canspread the ideological and political information, optimizing the mass education so asto shape the audience and strengthen the effect of ideological and political education.Now, the public service ads in China started late and are still in the early stages.On the one hand, the problems existing in the ads itself mainly are the lagging in thestudy of the theory of the public service ads, the imbalance of the advertising creationand production, and the imperfection of the related systems and mechanisms. On theother hand, there are problems in the combination of ideological and politicaleducation and public service ads, such as the ideological and political educationfunction of the public ads Failed to cause the enough attention of all the public, thecombination of ideological and political education is too rigid, and the worker’sideological and political consciousness need to be enhanced in public service ads.In order to give a better scope to the ideological and political education functionof the public advertising, the related departments should adhere to the premise andprinciple as follows: use the premise of public service ads to carry out the ideologicaland political education, that is to adhere to the latest achievements in adaptingMarxism to lead the public service ads, to stick with the common ideal of socialismwith Chinese characteristics to unit the public, to adhere to the national spirit withthree essence of patriotism、reform and innovation to command the problems thepublic ads are facing in its development. In addition, the principle of public serviceads should be emphasized in the work: to adhere to the principle of the overalldevelopment, to stick to moderate principle, and to adhere to the developing principle.Aiming at restricting the ideological and political education function of publicservice ads, Suggestions and countermeasures should follow such principles: on theone hand, to vigorously promote the development of public service advertisement,one should insist on the study of the theory of the public service ads, enhance theadvertisement production and the operation mechanism. On the other hand, put publicservice ads into the ideological and political education system. To accompany thisgoal, the government and the relevant departments need to pay high attention, theelaborate organization raised by the ideological and political workers and the activeparticipation of all kinds of enterprises and public.