Discussion on the Public Opinion Guidance Function of Public Service Advertising
Abstract: The public service advertising develops prosperous in more than 20 years, and causes increasingly greater influence on public opinion that cannot be replaced in the society. Therefore, the profound study and discussion on public opinion guidance function of public service advertising facilitates to guide the behavioral norm, moral code, sense of social responsibility, and value of social members towards benign direction and then further promote social harmony. A detailed analysis on public opinion advertising is carried out from the angle of public opinion. Through the analysis on public guidance function of public service advertising, problems in the guidance public opinion guidance process in public service advertising are pointed out, including: insufficient guidance strength, deviated guidance focus, and improper guidance means. Meanwhile, solutions are proposed from the aspects including government and media planning.
Key Words: public service advertising; public opinion guidance; positive energy
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