公益广告的认知演化进程:从宣传、观念营销到公共传播——公益广告国内外研究综述  

A review of public service advertisement in China and overseas, the evolution process of public service advertisement cognition: from propagate, concept marketing to public communication

作　　者：陈丽娜[1] 

机构地区：[1]深圳大学传播学院

出　　处：《广告大观（理论版）》2013年第5期37-46,共10页Journal of Advertising Study

摘　　要：公益广告理念在全球的传播以美国为源头,英、法、日、韩结合自身的国情特点建立了各具特色的公益广告运作模式。公益广告的认知演化进程分为三个阶段:历史服务于战争需要的思想宣传功能,现时服务于政府事务的观念营销功能,未来服务于社会问题的公共传播功能。中外公益广告的学术研究明显滞后于实践发展需要,国内公益广告的研究起步晚,与国外公益广告思维差距较大。未来,国内公益广告的研究将采用公共传播的理论视角进行诠释。Public service advertising concept spread in the global in the United States as the source. England, France Japan, and Korea establish distinctive public service advertising mode of operation combined with the characteristics of their own national conditions. Public service advertising cognitive evolution process is divided nto three stages： Propaganda function in service of war need in the history, The concept of marketing function n service of government affairs at present, Public communication function in service of social problem in the future. The academic study of Chinese and foreign public service advertising lags behind the development need of practice. Domestic research on public service advertising start late, thinking difference compared with foreign public service advertising. In the future, domestic research on public service advertising will use the theory from the angle of public communication of interpretation

关 键 词：公益广告 认知演化 公共传播 

分 类 号：F713.8[经济管理—广告]