公益精神与商业目的的博弈__论企业公益广告商业化

安徽大学硕士学位论文公益精神与商业目的的博弈--论企业公益广告商业化姓名：苏晓艳申请学位级别：硕士专业：新闻传播学指导教师：邬盛根2010-05IIIIIIAbstractTheideaandcultureofpublicserviceadvertisingarepositive,andbepositiveinfluencetosociety,soitcanbeeasilyrecognizedbythegeneralaudiences.Manycompanieshaverecognizedthatitwillhaveaverygoodadvertisingeffect,iftheaudience'sawarenessofpublicserviceisprojectedtotheingeniousideaofcorporateandbrandimagebymeansofpublicserviceadsenvironment,thisideagavebirthtocorporatepublicserviceads.Atpresent,thecompany'ssocialimageplayanimportantroleofthedevelopmentofenterprises,corporatepublicserviceadsistocreateaplatformforshapingcorporateimage.However,withthedevelopmentofcorporatepublicserviceads,commercialphenomenonbegantoappear.Thenon-commercialandsocialwelfareofthecorporatepublicserviceadsdecidedthatitcouldn’tpresenttoomanycommercialelements.Thepresenceofcommercialincreasescompanyinvestinginpublicserviceads,andpromotesthedevelopmentofthepublicserviceadsnowadays.Whatisthevalueofcorporatepublicserviceads?Whichgameprocessisrunningbetweenpublicservicespiritsandcommercialaimsofthecorporatepublicserviceads?Facedwiththeresponsibilityandprofit,howwillcorporatetreatit?Whatisthefuturedevelopmentofcorporatepublicserviceads?Thisarticleattemptstofindanswerstothesequestions,andhopethatitwillprovidesomeenlightenmenttocorporatepublicserviceads.Thearticleisdividedintothreeparts.Firstisintroductionsection,thetopicandmeaningofthearticlearedescribedindetail.Anddoingacardingtothepreviousresearchaimingatthestudyobject,forthisstudypavedatheory-basedplatform.Secondisthemainbody,whichcontainsthreechapters.Thefirstchapterdiscussestheconcept,valuesandadvantagesofthecorporatepublicserviceads.Itisjustbecausetherealityexistencevalueofcorporatepublicserviceanditsuniqueadvantages,thecorporatepublicserviceadswillbecometheIVtargetwhichcompaniesischasing.ChapterIIanalyzesthegamestatewhenthecompanyinvestsinthepublicserviceads,thearticleanalyzesthegamefromthreelevels.Duetothegameatthethreelevels,commercializationappearedincorporatepublicserviceads.Thearticleanalyzescorporatepublicserviceads’sspecificperformanceandconsequence.Accordingtothespecificperformancesummarizedthenatureofthegame:Theinteractionbetweenresponsibilityandprofit.ChapterIIIaimsatfindingthereasonsbehindthisgame,accordingtothethreelevelsofgame.Basedontheresults,andintegratedwiththesuccessfulexperienceofforeigncountries,thischaptersinvestigatesthefuturedevelopmentroadofcorporatepublicserviceadsinourcountry.Thelastpartistheconcludingsection,theauthorsummarizesthepublicspiritofpublicserviceandcommercialpurposesinthecorporatepublicserviceads,soastohaveaclearunderstandingoftheinteractionbetweenpublicspiritsandcommercialpurposes.Keywords:CorporatepublicserviceadsPublicspiritCommercializationofpublicserviceadsGameI11986303009BXW024.3.2.[J].200994547.3130,.[J].2008(5)..[M].20016..[J].1997(5):4.4,[J]2000849.[J]200411316..N1999-12(4)..[M].2001.5212.[D]...[J]2003(4).6,,,,,3,,,31.[J].2001(10)..[J].20084.49..[J].2005(10).72008[J]2000(1).[J]2003(4).82SARS3[N]2008(12).94[J]2008815115210.[J].2007(05)..[J].2007(05)..[J].2007(5):27.11200319971212123::13199819982003SARS.[M].2003.14noncommercialadvertising1.[M]..2004(6):76-79.[J]19961149152.[M].1999..-19942004[D].2006.1619871026199319951227142.5199635.6199620001-119961997199819992000.[J].-20005.171997199620002000200320083.18200751.[M].2003.2..[M].2004.19Herman(Chomsky)220971999251119991201%199776%199362%4469[].[M].:20069..[M]..20051:215-216.CHRONICLEOFPHILANTHROPY.CONECOMMUNICATIONS1997CAUSE-RELATEMARKETING.2003.2146340075%52%20%7.2%3.6%[M].2005.2005(9),317..[M].,2004(8).22200064.762.633.851.556.17.90.7010203040506070/1-12003N=139).[J].20056:6668..[M]..20046.2005.2361.960.537.447.644.912.21.4010203040506070/1-22004N=1471-11-220037.9%200412.2%/publicwelfare2005..[M].;1999168-169..[J].200912935.246.1%8%.[M].2001.[].[J]..2008(8):79.251SARA2.1991-2006[J].2007(6).26+35000452006300AC200623%VI.[J].,2007(10):28.27Anycall20052008602009201040()2810043.10%52.90%54.90%60.80%64.70%72.50%76.50%0.0%20.0%40.0%60.0%80.0%100.0%..[M].200477177.293.53.63.73.73.944.13.23.43.63.844.270.60%56.90%15.70%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%2-12-1302000.[J].,2007(10):28..[M]..2004(6):76-79.31,5.12CTRXXXXXX()CTR322-22-3.[M]..2004(6):76-79.33342-42-45.128CTR37%6.792%6.733%92.247%182%CTRCTR35199711987306003.36199419:0021:003%51/52200837()2-512-622-52-52-638XX(CMEA)2-7CMEA2-73917.827.420.718.939.224.50102030405020032004200314020041432-82003200416.06%17.00%7.59%40.70%30.72%9.27%2%3%3%3%0%5%10%15%20%25%30%35%40%45%20042005200620071%2%2%3%3%4%2-9200420072-82-92004CTR402000820092009C10046%53%10VI.[OL].[N].200912.414216012.[J].2009(2):90-93.4321()2.[OL].[OL].[].[M].,2006(9).46KarenStein.ObesityPSAs:AretheyworkingasaPublicService?[J].JournaloftheAmericanDieteicAssociation.4720901232002TBWA150AntoineVaccaro2003.[J].,2003(1);70