| The history of Public service advertisements’ development has no more onehundred years up to now, but it has affect people’s life in all respects, and now it’seven a country’s civilization scale. With dapper forms and the unique and originalideas, it has been concerned by the public and attract people’s attention increasingly,meanwhile, it bear the mission of spreading culture and carrying forward the morals.The author thinks that with the character of the People oriented, non-profit,public welfare, orientation features and others, Public service advertisements concernabout the social public welfare undertakings and play their social function and value.But due to the laws and regulations is not perfect, the government’s regulation is slack,theory lag and other reasons that there have been some problems in its owndevelopment. There are two ways to solve these problems. On the one hand, therelevant law system of public welfare advertisement should be gradually established;the supervision system and the industry self-discipline also should be strengthened.On the other hand, carry out the moral education and give full play to the role ofmorality from the ethical aspects.This article is divided into five parts, the introduction part as the first chapter putsforward the importance of the public welfare advertisement and the researchsignificance, and it summarizes the present research status both at home and abroad,research methods and innovative points. The second part mainly elaborates themeaning of public service ads. The Public service ads’ character of public welfare,non-profit and others which are different from commercial advertising inherentcharacteristics construct the harmonious society with public welfare undertakings.The third part analysis the purpose and value of public service advertisement from theview of obligation theory, the theory of virtue and utilitarian point.The fourth partintroduces public service advertisement development in China. As a good thingspublic service advertisement’ is not plain sail in its growth process, which in ourcountry development appeared a series of problems in the process. This chapter sumsup the problems of public service advertisement and digging deeper into the reason.Finally, this paper discusses the realization of public advertising ethics path. At last,narrating the path to develop public service advertisement ethic. Through analysisabove, put forward the countermeasures of improve public service ads in this part that the perfect legal laws and regulations, strengthen the supervision system and establishthe sustainable development of the public service advertisement development mode,and carry out moral education activities in all the people in order to enhance the levelof citizens’ morality. |
