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Public service ads, is defined by the government, enterprises, social groups or the media jointly issued, by directing public attention to a social problem, to regulate public behavior, the purpose of promoting good social campaigns. Compared with commercial advertising, public service ads with a guide, public welfare, social, educational and artistic and other features. PSAs and ideological and political education is intrinsically logical connection. Judging from the scope of activities, both belong to information dissemination activities; from the destination point of view, they are the center of attention are the people, is the ultimate goal of shaping and developing human; action principle from the point of view, is the ideological and political education PSAs A new carrier, expanding the coverage of the ideological and political education, ideological and political education pointed out the direction for the public service ads. To PSAs relationship with ideological and political education as a starting point, you can PSAs ideological and political education function is divided into information dissemination functions, humanities feature shaping the image feature leading cultural functions, political assurance functions. Information dissemination function is the basic function, humanities PSAs feature is the ideological and political education in the core functions of image-building function, culture leading functionality, political guarantee feature is the ideological and political education of factors PSAs were developed after the use of social life positive impact. These functions are linked together to play a role. Since PSAs in China started late, still immature in many ways, thus limiting its ideological and political education fulfilling its functions, mainly in: Advertising PSAs main ideological and political education for understanding of the function of some mistake; PSAs own production level is not high, and propaganda is not strong; ideological and political education for the public service advertising attention, participation is not high, the conscious use of PSAs is not strong. PSAs for restricting functioning of ideological and political education factors, the effective ways to achieve the following aspects: first, by a single function to a variety of features, and from the government-led steering the government, enterprises, social organizations and the media together, science Recognizing the ideological and political education function of public service advertising. Second, the audience demand, in order to solve social problems for the purpose of improving the level of public service advertising creative; Third, improve the ideological and political education of media literacy, and strengthen the awareness of the use of PSAs.
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