| With the rapid development of mass media,public service advertisements have developed rapidly,and a large number of public service advertisements with rich forms,diverse themes and distinct themes have emerged.While these public service advertisements bring people visual enjoyment,they also can not help arousing people’s thinking.Public service advertisement is a kind of non-profit advertisement issued by the government,social organizations,enterprises,media or advertising companies,aiming at promoting public awareness,advocating public service actions,safeguarding social public interests and promoting social harmony.To a certain extent,the dissemination of public service advertising is playing the role of Ideological and political education.Under the background of emphasizing the construction of "Great Ideological and Political Education",how to combine public service advertisement with ideological and political education,give full play to the ideological and political education function of public service advertisement,and effectively expand the carrier and way of Ideological and political education is of great significance.Firstly,this paper defines the scientific connotation of public service advertisement,points out that public service advertisement has the characteristics of public service,intuition,value,demonstration and real-time.At the same time,it summarizes and analyses the dissemination law of public service advertisement,and provides theoretical preparation for better study of its ideological and political education effect.It can be said that public service advertising and ideological and political education have some similarities in four aspects: value norm,value purpose,social norm system and dissemination of mainstream ideology.Based on this,this paper summarizes the ideological and political education functions of public service advertisements,namely,the guiding function of public opinion,the function of spiritual motivation,the function of ideological education and the function of moral cultivation.It also discusses the significance of giving full play to the ideological and political education function of public service advertisements.Secondly,this paper summarizes and analyses the main problems and reasons of the ideological and political education function of public service advertisements in the process of exerting through questionnaires.The problems are as follows: lack of innovation,solidification of operation mode,insufficient attention to the main body of communication,and monotonous combination of public service advertising and ideological and political education.The main reasons are that the fit between public service advertisement and ideological and political education is not high,creative funds are scarce,public awareness of public service advertisement is lacking,and ideological and political education resources are insufficient.Finally,aiming at how to give full play to the ideological and political education function of public service advertisement,this paper puts forward feasible countermeasures from three aspects: promoting the development of public service advertisement in an all-round way,integrating public service advertisement into the ideological and political education system,and promoting the effective interaction between public service advertisement and ideological and political education. |
