Analysis Of The "Weakness Phenomenon" In Public Service Advertising

Due to a series of uncontrollable factors, such as illness, uneven distrib ution of social wealth, congenitaldeformity,infectious diseases and so on, our society has appeared a group of special people. They are on the verge of a society,some of them can’t supply their own life, someareenduring the torture of disease,they are women, children, AIDS patients, cancer patients, the disabled, the family “lost the only child”, emptynester people, and so on. They were isolated from the normal social life. In 2002, The Prime Minister Zhu Rongjiwas first mentioned the concept of "vulnerable groups",it represents all the people who can’t live in a normal life and have no ability to participate in it, and then this term is widely used in domestic.The main character of public service ads contain many species, this article will regard some of the "vulnerable groups " as the research object, there are two clues:temporal and spatial scales, through this two clues we can do some research of the different performance and the role play of vulnerable groups in public service ads in C hina and abroad.We also can find out the development and the change of the Chinesepublic service ads in these several decades.Thepurpose is make a clear describingof definition and manifestation of "weakness phenomenon”,emphatically summarized all kinds of " weakness phenomenon” in public service ads in domestic.Then we can analysis the background of every phenomenon, the deep reasons, and the influence of the vulnerable groups.In combination withadvertising professional theory,analysis of the pros and cons of three kinds of phenomenon,come to the conclusion,What kind of rolepositioning is the most suitable for C hinese public service ads.It can provide helpful experiencesfor the development of public service ads and italso can e nhance the effect of it.