质疑公益广告的“去商性”  

On Oppugning De-commerciality of Public Interest Advertisements

作　　者：徐文策[1] 

机构地区：[1]扬州大学文学院,江苏扬州225002

出　　处：《南通大学学报（社会科学版）》2006年第4期137-140,共4页Journal of Nantong University:Social Sciences Edition

基　　金：江苏省哲学社会科学"十五"规划项目(04XWB005)

摘　　要：长期以来,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,往往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,在履行崇高社会职责的同时,也表现出极大的商业功利色彩。For a long time, public interest advertisements have been winning favorable impression from people because of its de-commerciality. Enterprises or social organizations want to manifest their social functions and duties. They want to show that they are not only in pursuit of business profits, but they also participate in the solution of social problems. When they clarify this intention to the customers, they tend to resort to public interest advertisements to realize their social ideals. While enterprises, professional advertisement companies and media are carrying out lofty social duties, they also obviously display the nature of commercial utilities.

关 键 词：公益广告 去商性 商业功利性 

分 类 号：F713.8[经济管理—广告]