Research On The Subject Change Of CCTV Public Service Advertisement (1987-2013)

The public service advertisement are an important part in the field of the spreadof the public service. Comparing with other public news、public websites、charitydonations，the public ads have great advantages and convenience in the spread ofcivilized society and in achieve social and cultural change and social integration. Atthe same time, as a form of advertising, the public service advertisement is not forcommercial purposes, it is a social and cultural phenomenon and cultural expressionwhich can affect mental and values of the audience. The research on the publicservice ads are more concentrated in the operating mechanism, while the research inthe change theme of the public service ads is relatively scarce. Therefore, this paperbased on the research of the theme of public service ads, and adopting the researchmethods of text analysis to the public service ads which are broadcasting by ourcountry ’s typical representative of the authority of the media-CCTV as the mainobject of study. The analysis of features of public service ads subject changes, aswell as to the cause of the change and problems were analyzed and discussed.This article obtains from the definition and current situation of the developmentof public service ads, with the aid of Chinese public service ads network hugedatabase, public service ads on CCTV broadcast from1987to2013public welfareadvertisement according to time, subject matter and theme of carding and induction,and from two angles of the transmission system and management system, analyzesthe CCTV as the main body of public welfare advertisement advantage position,affect public service ads subject changes the background reason, and from the Angleof management function to analyze the problems existing in the system of publicwelfare advertisement management.CCTV contact with the transformation of publicservice ads subject social hot spot, full of humanistic care, outstanding Chineseelements, political characteristics of several aspects, such as obviously, also has atheme planning and sustainable difference, audience feedback effect is not obvious,the limitations of subjects and survival in several aspects, such as narrow space limitations. The cause of the these characteristics and problems in addition to theCCTV media transformation of their identity and audience awareness, more becauseof China’s public welfare advertisement management system: a lack of planning andorganization management main body; There is no specific regulatory agency of publicadvertising and theme of the core institutions; Public service ads due to imperfectionof relevant laws and so on.Therefore, the author thinks that CCTV’S public serviceads on the road of development in the future, in addition to continue to maintain itsown stable atmospheric style, more to reveal the mainstream values in the agendasetting, improve the level of public service ads culture connotation and creative. Atthe same time, the CCTV and the rapid development of the television public serviceads in China can’t rely solely on CCTV stands alone, want to rely on each other,complement each other with other local TV stations, and urge and cooperationtogether, make our country as soon as possible, establish and improve the regulatoryagency of public advertising effectively, guarantee the public welfare of publicadvertising as a long-term development in our country.