文档介绍：Abstract
In the new media age, means of information dissemination are diverse, Television public service ads’ as a kind of public service ads, its advantage is prominent. It play an important role in the construction of spiritual civilization in our country, plays an positive role in our country economy, culture and society. Television public service ads develop the problem consciousness of people, lead people to pay attention to the social hot spots, and promote the harmonious relationship between human beings with each other, with nature and with the the birth of Chinese television public service ads in 1986, it has more than 20 years of ’s more, the TV television public service petition raise the boom of public advertising campaign.
Previous studies mainly focused on the topic research, production techniques and the existing problems and improving methods of theoretical research. But it lack of the case analysis in the latest outstanding works. Firstly, this paper presents the generatio n, development, characteristics and types of television public service ads. O n this basis, excellent advertising works of the TV television public service petition in 2013 is the breakthrough point, and this paper study the television public service ads creative principle, method of material, topic, expression, the deficiencies and insufficient for these improvement methods.
The study found that TV public service ads starts late and develops slowly in China. Although creative level improved, the traditional television public service ads existed some ings. Due to China's national special conditions, television public service ads has political color. If they do not enrich the content of creative themes and appeal point, and elevate the status of media, anizations and enterprises, it will e a political propaganda tool, lost its significance of persuasion and education, in other fields to limit its spread effect.
Key words: TV PSAs Creative elements Exc