我国公益广告的纯粹性研究  

Purity Research on Chinese Public Service Advertising

作　　者：邬盛根[1,2] 姚曦[2] 

机构地区：[1]安徽大学新闻与传播学院,安徽合肥230000 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《中国地质大学学报（社会科学版）》2011年第6期63-67,共5页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：国家社科基金一般规划项目"中日公益广告运行机制比较研究"(09BXW024)

摘　　要：在我国现代商业广告迅猛发展的三十多年里,公益广告一直凭借高度的公信力,在培养文明健康生活习惯、弘扬社会高尚品德、提倡生态环境保护和慈善救助、促进地方经济活力等方面发挥了重要作用。但是随着公益广告商业化愈演愈烈,公益广告的公信力受到了极大威胁。因此,以维护公益广告的公信力、规范其中的商业性参与为研究核心的纯粹性研究,具有重大的现实和理论意义。In the past thirty years of swift and violent development in the field of modern commercial advertising, public service ads have been playing an important role in cultivating and civilizing healthy living habits, improving social characters, advocating the protection of ecological environment and also the charity, and promoting local economy. But along with the commercial intensifying of public service advertising, its credibility is currently under a great threat. Therefore, a purity research, focused on maintaining the credibility of the public service advertising and regulating the commercial involvement, is of great practical and theoretical significance.

关 键 词：公益广告 纯粹性 商业化 文本纯粹性 

分 类 号：F713.80[经济管理—广告]