The Social Education Of Public Advertising Function Research

In pace with the economic restructuring, the socialist morality system in China has beendeveloped in a deep-going way. Within the transition from private morality and morals ofsages to civic virtues, public service announcement (PSA), a substantial method for theideological and political education, has shown lots of new features while fulfilling its functionof moral education. In this article, the author not only summarized those changes mentionedabove, but also pondered the defects of PSA in civil morality improvement, which hopefullymay be helpful for its playing a better role in moral education.As gradually developing and attracting attention from various sectors of the community,PSA in China is acquiring an increasingly greater significance in social education. Comparedwith those in some developed countries, PSA in China has its disadvantages. Firstly, specificadministrative departments of PSA haven’t been legally defined. Secondly, unlikecommercial advertising, it is necessary for PSA to radically get rid of the tendency ofutilitarianism, which makes it more acceptable to audiences and better perform its socialeducational function, and therefore, act as a guide and an expositor. Thirdly, the socialeducational effects of PSA should be permeated in a normative communication system tomake sure they can be played to the full extent. Lastly, continuous promotions to the qualityof PSA and reasonable arrangements of its time and quantities are also required.Due to the public welfare advertising itself is a commercial advertising forms, that is,public welfare advertising itself is a kind of public welfare behavior. Public service ads itselfsocial performance in the first place in its theme is involved for the purpose of promoting thedevelopment of the society as a whole. For public demands, public service ads itself isfocused on the general public of its own interests, so the public service ads have strongermass. For public service ads, its itself is not to promote goods and introduction in the content,also is not to promote a single enterprise or a culture, but rather by passing concept, related tosocial public to influence to the social public. For public service ads, the performance of thetechnique is different with general commercial advertising. Public welfare advertising itself isa kind of passing by the content related to the social public interests, through the informationrelease out, can cause some social culture changes or some practical action, and the socialeffect of public advertising itself. Public service ads through advocacy, to encourage orpersuade, caused the broad masses of the people’s resonance, reached the purpose of education. All the citizen moral construction of the ethical spirit of civilization and socialmoral cutin trend are reflected in the public service ads obviously.