A Comparative Study On The Subject Matter Of Public Service Film And Television Advertisements In China And Japan

The development of public service advertising marks the maturity of a country's advertising industry,and also shows a country's economic level.In the rest of the world,public service advertising in western developed countries develops rapidly.The United States is recognized as the birthplace of real modern sense of public service advertising,decades of development has accumulated rich experience.Japanese public service advertising borrowed the development model of the United States in the early stage,but it is not the same as the United States,it gradually forming a unique development model.China's public service film and television advertising started relatively late,marked by the "save water" of Guizhou TV station in 1986.After more than 30 years of development,although there has been great progress,there are still many deficiencies,and the development system of public service advertising is still not perfect.The author selected the Japanese public television advertising to compare the objects,from the perspective of public television advertising theme selection,in between the two countries,on the basis of the subject changes of the public service advertising in China and Japan,starting from the three major categories of natural environment,social environment and individual life,this paper makes a comparative analysis of the development and performance of public television advertising in China and Japan,put forward appropriate proposal for the development of our country's public television advertising,in order to better promote the development of public television advertising in our country.