The Traditional Chinese Virtues Embodied In Television Public Service Advertising

The public service advertising originated in the American, as a special form of advertising,is distinguished from commercial advertising. It is to advocate or warning methods such as the content about the social and public interests or social public information to the public, to spread the idea of public welfare. Television has spread rapidly, reaching a wide range,visual image,the broadcast frequency and other advantage, is the main form of modern public service ads, carry forward the values, convey the mainstream value culture.The modern significance of TV media to participate in public service advertisement in China started in the 80 s. In 1986, Guiyang city government and Guiyang television cooperate to create a television public service ads "save water". In 1987, the central television advertising opened China’s first television public service ads column "broadcast". From now on, television public service ads formally developed in our country. Chinese television public service ads subject by the 80 s, the standard social behavior, to maintain social relations in the 90 s, in 2000 the construction of harmonious society, in2003-2009 steam to 10 years "civilized behavior", now reflects social behavior lead to public service, in recent years, with moral and ethical aspects of the theme occupies the half of public service ads.Public service ads is propaganda about ethics and social issues, education, science, social issues, social welfare and other content. Since China’s reform and opening up more main body participation, traditional cultural contents are constantly seeping into the public service ads. With the deepest national identity, Chinese traditional virtue as an important part of Chinese traditional culture, have important significance to modern society. As a special carrier of the construction of socialist spiritual civilization, public service advertising has the important responsibility to carry forward the traditional virtues of the Chinese nation, traditional virtue at the same time to provide material for the creation of the television public service ads, rich content. The two parts are complementary to each other, help promote the spread of morality, social civilization.The main content of this thesis is divided into four parts: the first part is the introduction of public service ads, the paper makes a simple overview of public service advertisement definition, introduce the development of Chinese television public service ads, and it is classified as the theme of the public television advertising of our country nine topics, made a simple analysis of five aspects. The second part from the cultural angle, introduced the traditional culture of the Confucian ethics and traditional virtue theory source. The third part introduces the traditional virtues, inductive types and content of traditional virtue, respectively from three angles of individual, family and society: individual virtue, family virtue, public virtue and other aspects of occupation for centralized analysis, show the reflection of Chinese traditional virtues in the television public service ads. Then is the complementary relationship between traditional virtue and the public service advertising. The fourth part is the countermeasures, put forward under the Chinese traditional virtue of television public service ads, express the demands on rational and perceptual combination, material selection to audiences, expand the richness, insists on the unification of thoughts and artistry in creation.