摘要
公益广告作为一种特殊的广告形式,实现了利与义的和谐统一。公益广告主体(企业、媒介、广告公司)的公益广告观在利与义问题上认识的偏差是造成我国公益广告现存问题的主要原因。公益广告不仅是企业、媒介、广告公司等环境要素来担当其社会责任的一种表现形式,同时,从长远利益来看,公益广告对它们各自的生存和发展也是十分有利的。
As a special form of advertisement, publicwelfare ads have realized the harmonious unification of benefit and righteousness. the divergence on the view of publicwelfare ads, held by the main body(enterprises, media, ads companies) of publicwelfare ads, is the main reason of the current problems in the national publicwelfare ads. Publicwelfare ads are not only a social responsibility manifestation of the enviromental elements of enterprises, media, ads compnaies, but in the long run, publicwelfare ads are quite benefitial to their survival and development.
出处
《徐州师范大学学报（哲学社会科学版）》
2003年第1期136-138,共3页
Journal of Xuzhou Normal University(Philosophy and Social Sciences Edition)
关键词
利义
公益广告
企业
媒介
广告公司
benefit
righteousness
public-welfare ads
enterprises
media
ads company
