The Analysis Of Agenda Setting In CCTV Public Serivce Advertising

Public Service Advertising has been developed for more than 20 years. It has changed into the real moden sense Public Service Advertising from the simple slogans. Our Public Service Advertising activities has developed into larger and larger scale gradually. And it has been paid much more attention from the whole society. Public Service Advertising has become the more and more important part of the advertising activities.Our Public Service Advertising career linked with society and political closely. Public Service Advertising is one of the important advocacy tools to strengthen the moral construction and build the harmonious society. Especially under the influence of the economic crisis, we need Public Service Advertising such as a communication form that can guide the public opinions, convey the right values and morality. It can help the public revive the confidence of society and establish a higher realm of ideals, beliefs and sense of responsibility. And the government has paid more and more attention to use Public Service Advertising as the new public opinion position. Public Service Advertising has become the important tool for agenda setting besides the news advocacy tool.In this paper, agenda-setting theory as the theoretical framework of CCTV public service advertising for research subjects,ways to take the analysis of content analysis from 1998 to 2008 the agenda of public service advertising CCTV setup process. The author collected CCTV PSAs from 1998 to 2008 in the calendar year of public service advertising,and make the statistics of the CCTV public service advertising in this period. including the quantity and type statistics. Study CCTV public service ads in characteristics of topic changes. From the agenda to build the point of view of public service advertising on CCTV language characteristics, the demands of the way, creative expression, as well as CCTV celebrity PSAs at the prominent role of analysis. Through case study visits and then public service advertising the whole process of agenda setting, analyzed and summarized the agenda of public service advertising CCTV set up the characteristics. Finally, sum up the current public service advertising at CCTV in the process of agenda-setting issues in order to better public service advertising on certain specific social issues and events, do a good job in guiding public opinion has targeted job, and then public service advertising to promote the cause of our country. Study on the agenda of public service ads CCTV set has strong practical significance, not only because public service ads are inherent in the spread of correct values and guiding role of public opinion, but also through public service ads on CCTV agenda setting research, summed up the experience and one of Ways to help on these experiences and methods of promotion, the agenda setting theory will be applied to other columns CCTV or other media in all columns, in order to promote spiritual civilization and building a harmonious society has a positive effect.