从美国广告委员会看美国公益广告发展史  

The Historical Evolution of American Public Service Advertisements:Based on the Perspective of American AD Council

作　　者：王曦 Wangxi

机构地区：[1]广西艺术学院

出　　处：《黑河学刊》2019年第4期46-48,52,共4页Heihe Journal

摘　　要：从全球范围看,现代公益广告的概念起始于美国。而美国于20世纪40年代成立的广告委员会(AD Council),成立伊始就开展了有组织的公益广告活动,至今已有近80年历史。从历史角度来说美国公益广告事业能取得如此巨大的成就与美国广告委员会不可分割。通过调查广告委员会应运而生的时机,以及贯穿二战至今的公益广告实践,概括出美国公益广告运营的特质,总结美式公益广告的独有规律,探讨美国公益广告机构对世界公益广告的影响,为我国的公益广告事业发展提供有益借鉴。From a global perspective, the concept of modern public service advertising originated in the United States.The AD Council, which was established in the United States in the 1940s, has been carrying out organized public service advertising activities since its inception and has a history of nearly 80 years. From a historical point of view, the success of the US public service advertising industry is inseparable from the US Advertising Committee. This paper investigates the timing of the emergence of the Advertising Council and the practice of public service advertising throughout World War II to date, summarizes the characteristics of American public service advertising operations, summarizes the unique laws of American public service advertising, discusses the influence of American public service advertising agencies on world public service advertising, and puts forward corresponding suggestions for the development of China’s public service advertising.

关 键 词：美国 中国 公益广告 美国广告委员会 公益广告史 

分 类 号：C916.2[经济管理]