Television Public Service Ads In Two Decades

In 1987,"Advertisement"at CCTV kicked off as a Public Service Advertising (simply called"PSA") program which remarks the beginning of the TV PSA history in China. The thesis attempts to clarify the line of the TV PSA history in China and presents an academic analysis of it. In a sense ,the thesis is a summary on twenty years'history of the TV PSA history in China.The text of the thesis consists of preface and three chapters .Preface mainly focuses on parsing of the thesis title"Twenty years'history of TV public service advertising in China". Chapter I mainly narrates historical evidence of the period in germination(1987—1995)of the TV PSA history in China and sets forth on the fact that"Advertisement"came out as a milestone in the developing history. Chaper II depicts the view in preliminary booming period (1996—2000)of TV PSA developing history in China and points out that the birth of a themed movement on public service advertising called"China's Traditional Morality"as the second milestone has a great historical significance in the TV PSA history of China. Chapter III specifies the historical facts in steady progression (2001-2008)of TV PSA development, analyses the features and evaluates the meanings of TV PSA movements during this period, and forecasts the development perspectives of TV PSA in China.The author hopes all this fundamental work can make valuable contributions to the later researches on the history of China's TV public service advertising industry.