The Research Of Chinese Television Public Service Advertising Socialization Operating Mode

The development of China's television public service has been 30 years of history, although the level of performance and production techniques have undergone enormous changes, but on truth, goodness and beauty did not waver advocacy purposes. TV public service ads insist on the unique "human nature, public welfare, and non-profit" principle of service, the humanistic concern even to people's daily lives, should influence people's behavior, to promote the overall progress of social civilization.In the course of development more than 30 years, our television public service continuously self-adjusting, and has made considerable progress. But the TV public service ads, after all, not a purely cultural behavior, it is bound to collide with the market economy. The rapid development of market economy and competitive advertising environment forced the television public service advertisements for the public good and the market turned to commercial harmonious unity between, and in fact, a problem not only exists in the development of China's television public service is not yet fully phase, also exists in other developed countries. Chinese television public service in the long run, should have a more open space for development, and the current point of view, their faces, "Lee Yi dispute," distributed operating system, a single marketing communication, sources of funding shortages, lack of audience feedback, etc. bottlenecks but imminent.TV public service ads for the spreading of development and the existing mode of operation of the existing contradictions between, this paper the meaning of public service ads on television, features and functions were reviewed and summarized, reiterated the television public service "public welfare, non-profit, advocacy , educational, "and so on, while the inherent nature of proposed market economy context," public welfare is the fundamental property of TV public service ads, the initial stage, from commercial enterprises element is an effective complement to its public welfare, To clear the public service category is the return of television public service of this "point of view. Then, the article with "public service concept, and integrated marketing communications" and so on the basis of, attempt to "socialized mode of operation" point of view to the development of domestic and international television public service status and mode of cross-study characteristics, comparative analysis, the intention from the development environment , the main operation, several aspects of transmission operations to explore the socialization of China's possible mode of operation. Through comparative study found that the current development of China's television public service that is the biggest bottleneck in the operating mechanism from the imperfect and operating transmission at the level of immaturity, but overall, the development of China's television public service environment or very optimistic, just the cultural background of open, public specification of the legal system, open a positive market environment is gradually established, television public service career as the developed countries if the same mode of operation, in progress in the evolving sense of public service in general, systematic operating mechanism and a mature integrated means of communication should be in the "social operations" to further the development of the road, and ultimately public service television public service ads for the public, the value of public service, the operation of fair and objective function.