英国公益广告及公益广告机构——中央新闻署COI研究综述与分析  

Research and analysis on Public Services Advertising of COI organization in United Kingdom

作　　者：徐金灿[1] 万安凤[1] 杨雪萍[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2012年第4期64-75,共12页Journal of Advertising Study

摘　　要：英国作为全球公益事业历史最为悠久、发展最为良好的国家之一,在公益广告方面有许多值得借鉴之处。本文通过对英国政府授权的公益广告运作机构中央新闻办公室COI的发展历程、运作模式的介绍,对英国整个公益广告参与主体情况的梳理,大致勾勒了英国公益广告发展的脉络,并期冀从中获得对于我国公益广告发展的可借鉴之处,以促进我国公益广告的进一步发展。The UK boasts a long history in charity and its public service advertising is one of the most devel.oped in the world. By introducing and analyzing its history and development as well as the institutional structure of COI and also the NGOs involved, this paper aims to discuss the advantages of the PSA mechanism in UK so as to gain the beneficial points for our developing PSA in China,

关 键 词：英国公益广告 COI 传播 

分 类 号：F713.8[经济管理—广告]