Research On Public Advertising's Purity And Operating Mechanism

There are two problems in the processing of our PS Ads(public service ads), of which one is the problem of PS Ads commercialization, the other is that still now there has not been a good operating mechanism in PS Ads development. Thus, these two problems results in two consequences, of which one is that the purity of PS Ads has been stained, endanger directly the credibility and public welfare of PS Ads' existence, the other is that there is a lack of operational subject in PS Ads, as well as decision-making and implementation mechanisms and even motivation and monitoring mechanisms, causing the disorder of PS Ads development.The main reason to make PS Ads commercialized is that PS Ads led by our government is short in energy, administration subject and operating mechanism. Since the system of our government implies that all social business are in the range of government administration power, government and media administrated by government has guided the direction of PS Ads development since the day the first modern PS Ads was created. However, the method of governmental administration isn't a solution to the problem of the lack of advertisement finance and administration subject. Thus, with some enterprises taking part in the PS Ads business administration, there has been some trails of PS Ads commercialization. More importantly, the governmental administrating method is called "minor administration", which caused the lack of protection mechanism, system organization as well as motivation and supervision.In order to solve the problem of PS Ads commercialization, the author put forward once more the viewpoint of PSAd's purity, which is derived from PSAd's fundamental property, that is to say, public welfare and non-profitable. It involves following conceptions:firstly, PS Ads should regard the public welfare as the only purpose, that is, definitely purely public welfare; secondly, PS Ads should keep the private interests away, and public welfare should be separated from private interests. What is more, private interests should be forbidden to occupy the public welfare sources, that is, PS Ads should be against commercialization. The author believe that PS Ads should be so pure that it cannot be polluted by commercialization. However, based on the process of PSAd's development and foreigner PSAd's operation, it is not realistic to remove completely commercialization from the PS Ads. Therefore, the author propose the purity of PS Ads.As a kind of transitional form, it not only can keep PS Ads works pure but also accept commercial operation, in this way, it could solve the conflict between the PSAd's purity and commercialization.To remain the purity of PS Ads, and make PS Ads business based on the a set of steady and effective operational mechanism, the author start to research on PSAd's operational mechanism. Firstly, PS Ads should be equipped with socialized specialized administration organization, so the author suggest establishing China PS Ads Association and constructing PSAd's organizational mechanism by means of researches on PSAd's organizational environment, PSAd's organizational targets and PSAd's organizational structure and operation; secondly, PS Ads should collect money in all kinds of ways and manage money effectively. The formulation and selecting of PSAd's theme as well as creating and Publishing of PS Ads should be formed into a certain system model;Thirdly, all the society should focus on PSAd's development, which requests to build a motivation mechanism so as to motivate individuals and organization to take active part in PSAd's business; finally, PS Ads association and its management staff should be supervised, thus the author build PSAd's oversight mechanism. By systematically researching on PSAd's organizational mechanism, decision-making and implementation mechanisms, motivation and supervision mechanism, the author initially establish socialized PSAd's operational mechanism.