The Analysis Of Humanistic Care In CCTV Public Service Announcement

Public service advertising, is the spread of public welfare concept, advocating morality, focusing on social issues, and regulation of public behavior for the interests of the public service of non commercial advertising, it as crystallization in today’s society, media culture and public awareness, reflects the level of development of contemporary social and cultural. From a certain point of view, an important standard for a national public service level of development is the nation’s cultural and moral standards and social atmosphere, CCTV as leaders of Chinese TV public service ads,the humanities concern the development and changes of the demands become the epitome of public advertising undertaking in China steadily, change the subject matter and spirit confirm our harmonious society construction pace steady stride.Public service advertisement in our country has developed for twenty-eight years,appeals from the initial to warn gradually becomes people-oriented, humanistic care more and more make public service ads into millions of households, into the hearts of the people. In this paper, the CCTV advertisement as the research object, through the combination of theoretical research, literature research and case analysis, to explore the humanistic concern increasingly public service advertising guide on how society,how can we make use of humanistic care to create not only can close to people’s life,reflect the will of the people, and voice, and inheritance of the oriental culture and in line with the characteristics of China’s excellent advertising, and analysis of public interest advertising how humanism penetrated into all walks of life, pay attention to people’s spiritual needs, human survival and life concern, human dignity, cultivate people positive attitude, cultivating people’s moral sense and the sense of responsibility, a healthy attitude.