The Study On The Development Path Of Chinese Television Public Service Advertisements

Advertising industry development in our country is getting better and better, at the end of 2015 China advertising business revenue is expected to 1 trillion yuan, advertising has become an important part of social life of a people, more deeply influence our daily life. Public service advertisement as one of the forms of the advertising, but also deeply affects every aspect of social life. Public service ads designed to protect the social public interests, promote the correct world outlook and values, the attention of audience for outstanding social problems, and further to affect their attitude toward social problems, and to change their behavior, in this way to promote the development of the society, make the outstanding social problems to get a degree of ease or even solve. Public service advertisements to humanistic care penetration in people’s everyday life, promote social progress forward, has high spread value.With the development of new media, mobile phone, tablet, the emergence of new media, such as network information transmission way and the audiences information has begun to change, make public service advertisements in the form of more appear in the audience’s sight. Although today’s society emerging media has developed rapidly, but the overall point of view, the traditional TV media media with a good mass base is still is the main public service advertisements on the media, television public service advertisements is the most influential in all forms of public service advertisement.Television public service advertisements, owing to the popularity of television really makes the television public service advertisements into the public,making public service advertisements begin to give full play to its guiding role for the public.It continuously reflect the life, the people’s livelihood problem, moral problems,social hot spots and related issues of public interest, and it is by far the most mainstream ways to promote the development of social harmony, to promote the harmonious development of Chinese society has provided the very big contribution. Television public service advertisements have become an inseparable part of our daily life.This study focused on the problems in the process of development of Chinese television public service advertisements, and aimed at finding the corresponding solutions of the problems. And then discussed the mode of development of Chinese television public service advertisements,expecting that this study can be beneficial to the development of Chinese television public service advertisements.The important value of this paper is embodied in the following 3 points:Firstly, the focus of academic circles focus on the analysis of television public service advertisements operation mode and management, creative television public service advertisements, television public service advertisements communication effect, these a few respects television public service advertisements themes, its directions are relatively narrow. Because of the large repetitive study, making television public service advertisements research content has certain limitations. In this paper, in combination with communication theory under comprehensive combing and analysis of the development of television public service advertisements, trying to complete the development of the television public service advertisements to show the problems during nearly 30 years. Secondly, this paper from CCTY by television public service advertisements this little Angle, through the cases analysis, by the point and the surface to draw general conclusions about Chinese television public service advertisements operation mode.Thirdly, this paper uses the relevant theories of communication studies, sociology, and other subjects fully combines the reality of television public service advertisements to analysize the television public service advertisements and development path, beneficial attempt is made to the theoretical research, to perfect theoretical system of television public service advertisements.In this paper, the television public service advertisements during nearly ten years(2005-2014) have broadcasted in CCTV as the basis of samples for studying the development of Chinese television public service advertisements.China central television(CCTV) for national level institutions is important news public opinion agencies in China, is an important mouthpiece of the Party, government and people, is China’s important place of Chinese thoughts and culture, is one of the most competitive in the mainstream media in China today. The population coverage rate reached 95.9%, more than 1.188 billion people(2005 statistics). The domestic market, the CCTV viewing basically keeps in the national market share of around 30%. Chinese highest coverage, is also the most influential television, the public service advertisements of CCTV in production level and perspective are Chinese excellent representative, such outstanding television public service advertisements can reflect the most current comprehensive level of the development of Chinese television public service advertisements, and mostly can find out the current problems of Chinese television public service advertisements.The first study method, this paper applies the literature analysis method combing and analysis of previous relevant research achievements of Chinese television public service advertisements to provide theoretic support for the study. And then combined with the content analysis and case analysis, aiming at the television public service advertisements of CCTV to content analysis, through the case analysis to understand the situation of the Chinese television public service advertisements and find out problems appeared in the process of the development of Chinese television public service advertisements. At last, through the qualitative analysis method, combining with the results of this study tries to find out in accordance with the development of Chinese television public service advertisements running mechanism and the way of development. Helping find the healthy and orderly development of Chinese television public service advertisements.Discussed in this paper is divided into five chapters:The first chapter, introduction, this chapter put forward in this paper to discuss about "the development strategy of Chinese television public service advertisements" research proposition; Briefly expounds the author studies the cultural background of the television public service advertisements, and the author study the theoretical significance and practical significance. And illustrates the innovation point, focus and difficulties of the study and the definition of related concepts.The second chapter, literature review, this part of the research question related theory and research literature review, an overview of the basic theory of Chinese television public service advertisements, theory a good groundwork for later study; In this part will focus on analysis of domestic and foreign research status about television public service advertisements. Interpretation of the related domestic television public service advertisements research direction, carding predecessors’ achievements, sum up experience, found the problem, and finally can support the author studies the theoretical basis.The third chapter, the development course of Chinese television public service advertisements and its characteristics, the third chapter of Chinese television public service advertisements development course of the formation of combing to better find the problems existing in the process of television public service advertisements development; I finish after the predecessors’ research on the development of Chinese television public service advertisements that history of its development history can be divided into three parts, the initial stage(1978-1995), rapid growth(1995-2000), a new development period(2000- present). This part also analyzes the characteristics of Chinese television public service advertisements.The fourth chapter, the problems existing in the Chinese television public service advertisements and its reasons, in the fourth chapter the author according to the development of Chinese television public service advertisements to find out the existing problems, and summarizes the type of analysis the cause of the problem.The fifth chapter, the development strategy of Chinese television public service advertisements. In the fifth chapter, the author in view of the problems arising from the development one by one put forward solutions and development strategy, hoping to help the development of Chinese television public service advertisements to find more suitable model.Finally, this paper summarizes the type carding Chinese television public service advertisements present the current problems, combined with the analysis based on the research of development strategy put forward social dominance, government support, the establishment of an independent third party organization for effective management of this kind of development model, these three parts must exist and reasonable coexistence becomes a complete and efficient operation system, to help Chinese television public service advertisements out of dilemma.