| With its unique ideological and artistic nature,public service advertising can play an important role in advocating positive and enterprising life beliefs and value orientation,cultivating people’s public moral consciousness,and has a certain ideological and political education function.To fully tap the ideological and political education function of public service advertising is not only the requirement of the continuous development of public service advertising,but also the demand of promoting the innovation and development of Ideological and political education in the new era.At present,the relevant departments of the state attach great importance to the role of public service advertising as a mass media carrier,and the understanding of its ideological and political education function is relatively simple.This affects the function of Ideological and political education of public service advertising to a certain extent.The research on the function of Ideological and political education of public service advertisement is of great theoretical significance and practical value not only for the subject itself,but also for the overall and healthy development of individuals and society.In this paper,through excavating the ideological and political education function of public service advertising,the significance of public service advertising to play the ideological and political education function is demonstrated,the existing problems and reasons of public service advertising to play the ideological and political education function are analyzed,and the countermeasures to promote public service advertising to play the ideological and political education function are explored,so as to promote the ideological and political education to better realize the task of moral education.This paper is divided into four parts.The first part summarizes the issues related to public service advertisements and ideological and political education.It mainly includes: the concept and characteristics of public service advertisements,the inherent compatibility of public service advertisements and ideological and political education,and the theoretical basis for public service advertisements to play the function of ideological and political education.The second part discusses the manifestation and significance of the ideological and political education function of public service advertisements.As an effective carrier of ideological and political education,public service advertisements have ideological and political education functions such as public opinion guidance,spiritual motivation,cultural communication,and artistic aesthetics.The ideological and political education function of public service advertisements is beneficial to spreading mainstream ideology,promoting the traditional virtues of the Chinese nation,cultivating and practicing socialist core values,and promoting the construction of a socialist harmonious society.The third part analyzes the problems and reasons of the function of public service advertising in Ideological and political education.The existing problems mainly include: insufficient public opinion guidance function,lack of spiritual incentive function,weak cultural communication function,low efficiency of artistic aesthetic function,etc.The reasons are: the media resources have not yet formed a joint force of communication,the public service ads lack of cultural connotation,the production of public service ads lack of creativity,and the main body of communication ignores the aesthetic needs of the audience.The fourth part puts forward the countermeasures to promote the ideological and political education of public service advertisements,that is,master the communication strategy of public service advertisement education,explore the cultural heritage of public service advertisement education,improve the creative level of public service advertisement education,and enhance public service advertisement education.The spread of the effect. |
