公益广告的功利性  

On Utilitarian Nature of Public Interest Advertisement

作　　者：徐文策 

机构地区：[1]扬州大学,江苏扬州225002

出　　处：《江苏广播电视大学学报》2006年第2期76-78,共3页Journal of Jiangsu Radio & Television University

基　　金：江苏省"十五"社科规划项目(04XWB005)子课题之一

摘　　要：公益广告因“去商性”博得了人们普遍好感。企业或社会团体为表示它对社会的功能和责任,表明自己追求的不仅仅是从经营中获利,也参与对社会问题的解决,在向消费者阐明这一意图时,借助公益广告这一方式来实现自己的社会理想。广告主、广告发布媒介、专业广告公司等从各自社会角色出发,在履行崇高的社会职责的同时,也表现出极大的功利色彩。Public interest advertisement gains common favor from people because of its de-commercial features, in order to manifest their societal functions and duties, enterprises or corporations chase after working profit as well as taking part in solving societal problems. Setting forth the intention to consumers, they realize their own societal ideals by public interest advertisement in some cases. While enterprises, professional advertisement companies and mass media are carrying out great social duties, they also throw out a world of the nature of utilities.

关 键 词：公益广告 企业 广告公司 媒介 功利性 

分 类 号：J524.3[艺术—艺术设计]