公益广告的排他属性与广告的公益传播  

The Exclusive Attribute of Public Service Advertisement and the Public Service Communication of Advertisement

作　　者：杨效宏[1] Yang Xiaohong(Sichuan University)

机构地区：[1]四川大学文学与新闻学院、四川大学创意研究所,四川成都310018

出　　处：《新闻与传播评论》2022年第4期87-95,共9页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(17BXW040)。

摘　　要：公益广告作为广告的公益传播形式,不仅在实践过程中遇到发展的瓶颈,也在理论认识上出现了不确定性。公益广告在具体操作上已经隐秘地接纳了商业方式,促动学界对公益广告从概念辨析到功能界定的重新思考。通过对公益广告属性的规定性与实践操作相左现象的讨论,分析公益广告属性的排他性规定存在着与广告传播效果预期并不一致的状况,提出破解这一问题的路径在于打破对公益广告排他性的界定,将公益广告相融于广告的公益性传播,在共同的目的下发挥各自为公共利益服务的功能。Public service advertisements,as a form of public welfare communication of advertisements,not only encounter development bottlenecks in the process of practice,but also have uncertain cognition in theoretical understanding.Public service advertisements have secretly accepted commercial methods in their specific operations,which has prompted the academic community to rethink from conceptual analysis to function definition of public service advertisements.By discussing the phenomenon of conflict between the stipulation of public service advertisement attributes and practical operation,this paper analyzes the situation that the exclusive provisions of public service advertisement attributes are inconsistent with the expectation of advertising communication effect,and proposes that the way to solve this problem is to break the exclusiveness of public service advertisements,define and integrate public service advertisements into the public welfare communication of advertisements,and play their respective functions of serving the public interest under a common purpose.

关 键 词：公益广告 排他属性 公益传播 

分 类 号：F713.80[经济管理—广告] G206[经济管理—产业经济]