Question 1: What is the significance of public service announcements? 1. With the help of public service advertisements, companies can shape their corporate image at a broader and deeper level, create a new platform for communicating with the public, and thereby create business value.
2. At the most basic level, public service advertisements have a basic "advisory function". This kind of advocacy and dissuasion of specific behaviors is direct and effective.
3. In many cases, public service advertisements do not necessarily require the audience to do something or not to do something, but only appear as a simple moral guidance tool to carry out a series of activities. Macroscopic persuasion in a general direction. The "moral guidance" value of public service advertisements focuses on "guidance" rather than "restraint". This is also the content that basically all public service advertisements will design. The purpose of public service announcements is not to educate people on what they must do. The method that should be used is not "indoctrination", but "guidance." Public service advertisements must be "moved with reason and informed with emotion", so that they can maximize their "moral" effect, otherwise they will become empty talk.
It can be seen that public service advertisements have played a lasting and positive role in raising public awareness, inspiring people to take action, and promoting social progress. It is a powerful tool for social marketing.
Question 2: What are the characteristics, functions and significance of public service advertisements? 1. The concept of public service advertising
Advertising is any form of paid, non-personal representation and promotion of its ideas, goods or services by an identifiable advertiser.
Public welfare can be understood as the public interest. According to the definition of advertising, public service advertising is any form of paid, non-personal statement and promotion made by advertisers on concepts that are beneficial to the public interest. It calls the public to pay attention to a certain social issue through the communication of a certain concept, regulate their own behavior in accordance with the standards of the public interest, and support or advocate a certain social cause or social trend. The initiators of public service advertisements invest time and financial resources to convey concepts or opinions that are beneficial to the public interest through mass media to a broad audience.
In the United States, public service announcements aim to enhance the general public’s understanding of prominent social problems, influence their views and attitudes toward these problems, and change their behaviors and practices, thereby promoting the solution or alleviation of social problems. . Among them, one type is Public Advertising, which are various types of advertisements released by social organizations such as Greenpeace, Animal Protection Association and other social groups on social issues they are concerned about. The other type is Opinion Advertising, which is mostly used by enterprise groups to explain their attitudes towards various social phenomena. This is an extension of corporate image advertising, which shows the personality of the company in society.
2. The role of public service advertisements
As early as in the relevant writings of Herman and Chomsky, the concept of "creating identity" was mentioned In other words, they believe that the media is actually a propaganda tool. It teaches people various values ????and codes of conduct, guides people to accept new lifestyles, and integrates people into the social system created by the media. In the process of "creating recognition", public service advertisements are the most realistic, direct and timely way.
Through TV broadcasts, newspapers, magazines and daily life practice, we have discovered that all kinds of social problems are constantly emerging, such as drug abuse, environmental pollution, domestic violence, traffic accidents, the spread of AIDS, etc. There are various reasons for problems, and there are many ways to solve them, but how to curb the spread of social problems, reduce or even eradicate them? Only by mobilizing all citizens to carry out social change movements, that is, "organized activities implemented by one group (change initiators) aimed at persuading other groups (target recipients) to accept, adjust, or abandon certain ideas, attitudes, habits, and behaviors ". For example, my country's family planning, Project Hope, and AIDS prevention are nationwide social change movements.
For a long time, public service announcements have been used as one of the means to solve different social problems and urge the public to cooperate with social change movements with correct concepts and behaviors. It is a powerful tool for social marketing. The term "social marketing" first appeared in 1971. At that time, it referred to the use of marketing principles and techniques to promote a certain social movement, concept or behavior. Since then, the term's meaning has gradually evolved into the science of social change management, specifically referring to the design, implementation and control of change movements to achieve the purpose of increasing the acceptance of a certain social concept or practice among one or several target recipient groups. . In social marketing, public service advertisements in the United States and Japan have played a significant role in achieving the purpose of social marketing, which is to change harmful concepts and behaviors, or to accept new concepts and behaviors, improve national consciousness, and help solve social problems.
3. Further analysis of public service advertising, it has the following characteristics
(1) Non-profit. Public service advertisements aim at the harmonious development of man and society, man and nature, and promote the development of society with the purpose of social protection and improvement of group literacy. Pay attention to social benefits. Compared with commercial advertising which is entirely for profit, public service advertising is non-profit. The ultimate goal of any unit or individual engaged in public service advertising is the public interest, not profit.
One thing to note is that not aiming to make a profit does not mean that engaging in public service advertising is a loss, but that it should be balanced or have a surplus. Surpluses from units or individuals engaged in public service advertisements must not be distributed among owners and managers, but must be used to improve the quality and quantity of public service advertisements.
(2) Conceptuality. Public service announcements appeal to ideas. The dissemination of a certain idea prompts the public to enlighten, introspect, and pay attention to a certain social issue. It uses social behavior that is in line with public ethics as a criterion, regulates behavior and practices it to form a good social trend or support a certain kind of social problem. social undertakings. What it spreads is the concept of spiritual form, rather than the commodity of material form.
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Question 3: The purpose and significance of advertising and marketing 30 points Leadership expert Chen Bin (WeChat ID cbcbss)
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First of all, we must understand the mechanism of advertising.
1. Advertising can change customers’ understanding of products, let customers know about a product, and increase product visibility;
2. Advertising can tell customers what the main functions of the product are, and what the product is. What it represents creates an impression in the customer's cognitive system, which helps the product open up sales;
3. Good advertising can improve the reputation of the product, make customers feel good about the product, and inspire customers The desire to buy.
Therefore, the purpose of advertising and marketing is to build customers' awareness of the coin or brand, increase brand awareness and reputation, and promote sales growth through brand communication. In the field of fast moving consumer goods, the role of advertising is particularly obvious.
Question 4: What is the purpose and significance of Baidu promotion? The purpose is to let your potential customers find you. The meaning is that after the potential customers find you, through the efforts of you and your products, you will retain the customers and finally achieve cooperation!
Question 5: What is the role of advertising? What purpose can be achieved? The function of advertising refers to the basic effectiveness of advertising, which also refers to the role and impact of the content of advertising on the objects and social environment it spreads. Hefei Advertising Company believes that studying the function of advertising is actually studying what advertising can achieve. Purpose? The American historian Porter described this in his book "The Prosperous People": "The influence of advertising in society is as great as that of traditional institutions such as schools and churches; advertising has great power to dominate the media and create popularity. In this sense, advertising is one of the few institutions that can regulate society. “Comparing the influence of advertising on society with the influence of schools and church institutions may sound exaggerated at first, but if you think about it carefully, it is actually true. Not without reason.
Ritual in the anthropological sense is actually an effort to form and consolidate dominant social meanings. It is also a way to fix social relationships. For any society, if there is no certain form of ritual, it means that the society does not have a common collective memory. Whether in primitive society or in religion, rituals are everywhere. In modern society, it is advertising that gives symbolic meaning to commodities, and its ritual is the process of consumption.
As a result, new problems also arise. It is advertising that gives meaning to products and soul to objects. Why not something else? For example, the social attributes of producers, etc. Regarding this issue, we will explore it from the objectification process in modern society just mentioned. "In the real society, we feel powerless. This feeling in our consciousness reflects the real situation of our exploitation and oppression. But we regard this feeling of powerlessness as an endless and ruthless fate, rather than Think of it as a historical condition that can be changed." The historical state mentioned in this introduction is the state of our modern society. In capitalist society, workers sell their labor power as commodities to capitalists and enter the commodity production process as another means of production. Because capitalists control a large amount of the means of production and knowledge of the production process, workers are reduced to a situation of exploitation and oppression. “All the materials used to develop production are firmly in the hands of capitalists, turning them into tools for comrades and exploiting producers. Under their distortion, workers are no longer complete people, but only fragmented individuals. , under their debasement, workers are just appendages of machines; under their ravages, the true connotation of labor becomes the source of pain. Workers are separated and alienated from themselves; the more science is integrated into production, it becomes independent. the more they strip away their intellectual potential from the labor process." This quote from Marx clearly illustrates the position of the producer who sells his labor power. Among them, why do producers who sell their labor power become fragmented individuals under the capitalist production system? Why...gt;gt;
Question 7: What are the characteristics, functions and significance of public service advertisements? This is just my own point of view. The characteristics of public service advertisements are pure and simple. They have strong educational and symbolic meanings. Their function is to stimulate people's consciousness and make people pay some attention to some things around them. They are very abstract. Understand that commercial advertising is different. Its main function is to bring greater benefits to advertisers. It is highly targeted to only a certain group of people. It is a private behavior, while public service announcements are targeted at the collective of all mankind. Interests. The biggest difference is that one is collective and the other is individual. In terms of expression, the form of expression of public service advertisements is more meaningful. It is considered to be meaningful, arouses thinking, and has the effect of education and inspiration, while the form of expression of commercial advertisements is more meaningful. Direct and meaningless. It has a strong commercial nature and is really promotional.
Question 8: The function and significance of public service advertisements 5 points Social welfare undertakings are non-profit undertakings, and their purpose is not to seek market economic benefits. Rather, it is to benefit society, to develop human potential from cultural, spiritual, physical, social, and environmental aspects, and to create various basic conditions and basic values ??for the survival and development of human society. Social welfare is a social undertaking that requires the participation of all members of society. It is also inseparable from the dissemination and exchange of information during its development and operation. In particular, it requires media and channels for the main body of public welfare to disseminate information to members of society. This led to the emergence and development of public service advertisements. Therefore, the existence and development of social welfare undertakings are the realistic basis for the existence and development of public service advertisements.
The difference between public welfare and profit-making is not only the difference between social welfare undertakings and social profit-making undertakings, but also the difference between public service advertisements and commercial advertisements. This difference is reflected in various aspects such as motivation, content, and results.
The motivations for making advertisements are one for public welfare and the other for profit; as the content of advertisements, one is to spread public welfare information and the other is to spread commercial information; as the result of advertisements, one is to promote the development of public welfare undertakings without bringing profits. One is to promote the development of profit-making enterprises and bring profits. When we study and discuss public service advertisements, we must first accurately grasp the essential characteristics of public service advertisements and distinguish them from commercial advertisements. Of course, there are also connections and differences between public service advertisements and commercial advertisements. Can they be combined under certain conditions, and can they benefit each other? This is an issue that requires further research.
In order to improve the quality of public service advertisements and better play the role of public service advertisements, it is necessary to clarify the social functions of public service advertisements. Because the social functions of public service advertisements and the inherent laws of the social functions of public service advertisements are clear, We have also found a way to improve the quality of public service advertisements.
The social functions of public service advertisements are specifically reflected in the following aspects:
1. Communication function Public service advertisements occupy an extremely important position in the construction of socialist spiritual civilization. *** The guidelines and fundamental tasks for the construction of socialist spiritual civilization in our country pointed out in the "Resolution on Some Important Issues Concerning Strengthening the Construction of Socialist Spiritual Civilization" of the Sixth Plenary Session of the Fourteenth Central Committee are also suitable for the basic ideas of public service advertisements. Our public service announcements can only disseminate scientific theories, correct public opinion, and noble spiritual information; only disseminate information that is conducive to improving the scientific culture, ideology and morality, democracy and legal system of the entire nation; only disseminate information that is conducive to uniting and mobilizing the people of all ethnic groups in the country Only the message of building our country into a prosperous, democratic, civilized and modern socialist country can become a true public service announcement. On the other hand, if information that is harmful to the healthy development of the people and society is disseminated, even if the advertisement does not have any commercial nature, it is still not a public service announcement.
2. Value orientation and educational function Public service advertisements can play an important role in ideological and moral and cultural education. Every public service advertisement, whether it has a written description or not, expresses certain thoughts and concepts, and embodies certain value judgments and value pursuits. The process of people accepting public service advertisements is the process of interpreting the thoughts, concepts, and value orientations contained in them. . The ideas and concepts that public service advertisements can contain and express can be multi-level and multi-faceted. They can express people's practical concepts as well as deep-seated philosophical concepts. Since the value orientation and educational function of public service advertisements are generated when people involuntarily accept them when they "appreciate" the advertisements, it is a subtle process, so it is easier for them to penetrate into people's spiritual world. This is very important for public service advertisements. vital. However, even if the value orientation of public service advertisements is correct, if it cannot attract people's attention, it will not be able to play any role.
3. Aesthetic function If the public service advertisement is expressed through art forms such as calligraphy, painting, sculpture, music, song and dance and other artistic works with artistic charm, it has a certain aesthetic function. People regard the process of accepting public service advertisements as the process of appreciating a work of art; at this time, in addition to being edified in their ideology, it is also a process of enjoying beauty. The stronger the artistry, the more contagious it is, the more it can attract people's attention, and the more it can educate people unconsciously. When we understand the aesthetic function of advertising, we should not only regard it as a means of ideological education, but also use it to carry out aesthetic education, improve people's aesthetic taste, cultivate people's sentiments, and stimulate people's desire and pursuit of truth, goodness and beauty.
4. Audio-visual adjustment function Advertising information can be transmitted either through auditory signals or visual signals, or through audio-visual mixed signals...gt;gt;