Study On The Transformation Of CCTV Public Service Advertising(1987-2022)

Since the reform and opening up,with the improvement of material living standards,the importance of spiritual civilization construction has become increasingly prominent.Since its birth,the public service advertising has a strong social attribute.It often guides the public to establish correct value orientation through distinctive views and positions,and becomes an important carrier of social spiritual civilization construction.Since the end of the 1980 s,in order to build a new trend of social civilization,the state has accelerated to combine public service advertising with the socialist core value system,formed a joint force with lots of other spiritual civilization construction work,and strongly empowered the harmonious and healthy development of society.As the socialist construction entered a critical period of transformation,in order to respond to the call of national policies and demonstrate the responsibilities of the authoritative media,CCTV public service advertising came into being.CCTV public service advertising arose from the modern public service advertising in China.With the development of 36 years,it closely fits the needs of the country,society and individuals,gradually forms its own system and style,and plays an important role in the moral and ideological education in the whole society.Starting with the definition and the development process of the modern public service advertising in China,this dissertation gives priority to the CCTV public service advertising as the research object.And according to a large number of literature reading and in-depth investigation,the development process of CCTV public service advertising from 1987 to 2022 is divided into three stages: the development of CCTV public service advertising driven by the social transformation(1987-2000),the new period of CCTV public service advertising promoted by the enterprises(2001-2012),and the transformation period of CCTV public service advertising promoted by the cultural innovation(2013-2022).According to the detailed analysis of its development stages,the author finds that there are typical signs of transformation in CCTV public service advertising.Especially under the requirements of the cultural innovation in recent years,the transformation of CCTV public service advertising continues to accelerate.To further explore its transformation signs,the author sorts out and summarizes the specific performance of the transformation of CCTV public service advertising,and selects four aspects,including advertisers,advertising content,channel selection and advertising audience,to analyze her findings.She believes that the specific performance of public service advertising transformation is as follows: under the operation and management mechanism of public service advertising with Chinese characteristics,CCTV public service advertising began to take China’s excellent traditional culture as the creative content and constantly improve its creative level.Updating the audience concept and following the development trend of new media technology,CCTV public service advertising continue to explore and innovate new forms of communication.Then,the author combines the development and transformation of public service advertising with social culture and national life,and further analyzes the motivation behind its transformation.Based on this,the author tries to put forward the innovative development direction of China’s public service advertising in the future.With the development of advertising experience technology and the continuous upgrading of the people’s willingness to participate in creativity,the transformation of public service advertising in China is bound to further accelerate to develop.In addition,due to COVID-19,CCTV public service advertising,with its rapid response,dissemination and cohesiveness,has achieved its new value extension in the publicity of epidemic prevention policy and the enhancement of people’s confidence.Based on these,the author believes that in the near future,China will produce more and better public service advertising works,and public service advertising will further realize its mainstream value,play an important role in national major events,and continuously inject spiritual force into the development of society.