近年来，随着我国社会进步的进程加快，各种公益事业逐步开展起来，不少企业为树立起其良好形象，为承担一定的社会责任，也加入了公益广告的制作、发布行列，实现了社会效益和经济效益的双赢。通过了解公益广告的产生与发展、国内外公益广告的优先经验及公益广告的相关理论，公益广告按其广告主不同，大致可分为政府部门、社会团体的公益广告和企业公益广告两种。企业公益广告具有传播功能、价值导向和教化功能、审美功能、对商业广告的制约功能。
本文着重以哈药集团公益广告为立足点，介绍了企业的发展概况及取得的成绩，分析了企业公益广告的策划、主题的选择以及哈药集团成功公益广告的产生、经验，分析了哈药集团公益广告存在的问题，诸如，设计理念的不明确、对公益广告的认识不足、对公益广告的运用不足等问题。提出了一些建议，诸如，重视盈利性媒体对企业公益广告的支持、公益广告USP策略的创新、增强公益广告与企业广告联系的多样性。并且根据本文的思路，提出了未来公益广告的发展趋势。
关键词 公益广告；企业公益广告；企业形象
Abstract
In recent years, with the progress of our country society being made more quickly, all kinds of public utility is developed gradually, many enterprises undertake the certain social responsibility in order to set up its good image, and has joined the row of public service advertising manufacturing and issuing, which will help them to realize the two wins: the social results and economic results.
Through understanding the production and the development of public service advertising, studying the experience and related theory in domestic and international public service advertising, the public service advertising is divide into the government department, social group’s public service advertising and the enterprise public service advertising according to its advertise host. The enterprise public service advertising has the dissemination function, the value guidance and the enlightened function, the esthetic function and restriction function on commercial advertising.
This thesis introduced Harbin Pharmaceutical Group's development outline and obtained result base on its service advertising, analyzed the enterprise public service advertising plan and subject choice as well as its success on public service advertising’s production processing and experience, has analyzed the Harbin Pharmaceutical medicine group public service advertising existence question, such as, the design idea unclearly, recognize insufficient, and implement unsuccessfully. And then proposed some suggestions, such as, paying attention to the profitable medias, which support the enterprise public service advertising, innovated the USP strategy, enhanced multiplicity of public service advertising and the enterprise advertisement. Lastly, proposed the future public service advertising development tendency basis on this thesis mentality.
Keywords Public service advertising；Enterprise public service advertising；Enterprise image
目录
第1章 绪论 1
1.1 公益广告的产生与发展 1
1.1.1 我国公益广告的发展历史 1
1.1.2 外国公益广告的发展历史 1
1.2 国内外公益广告的经验 2
1.2.1 国内公益广告经验 2
1.2.2 国外公益广告经验 2
第2章 公益广告的相关理论 4
2.1 公益广告的概念 4
2.1.1 公益广告的含义 4
2.1.2 企业公益广告的定义 4
2.2 论公益广告的功能与类型 5
2.2.1 公益广告的功能具体表现： 5
2.2.2 公益广告的类型 6
2.3 公益广告的心理理论 6
第3章 哈药集团公益广告的经验与不足 8
3.1 哈药集团的概况 8
3.2 企业公益广告的经验 9
3.2.1确立总体传播主题和目标 10
3.2.2瞄准目标巧妙策划 10
3.2.3创意铸就广告灵魂 11
3.3 哈药公益广告存在问题的分析 12
3.3.1 哈药对公益广告的认识不足 12
3.3.2 哈药对公益广告的运用不足 13
第4章 哈药公益广告问题解决办法及未来发展 15
4.1 重视盈利性媒体对哈药公益广告的支持 15
4.2 公益广告构思的创新 15
4.2.1 正与反 15
4.2.2 虚与实 16
4.2.3 显与隐 16
4.3 增强公益广告的多样性 17
4.3.1 题材的多样性 17
4.3.2 形式的多样性 17
4.4 企业公益广告的发展前景 18
结论 19
参考文献 20
*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】
