公益广告商业问题研究

摘  要
公益事业一直以来都作为每一个国家展现自身国民素质提升的项目，通过对公益事业的各方面进行推进和改善，不仅可以给很多需要关注的目标带去极大的帮助，而且能改善人们对于公益广告的看法，让乐于助人的美德成为新一代生力军的学习基础点，并不断发扬；然而就是由于公益事业的重要性深入人心，导致许多企业以公益广告作为牟取暴利的捷径,不断的以“公益广告宣传”的名义叙说自身的付出，致使公益广告的“公益性”逐渐在人们心目中淡化，转变成一种牟利的工具，“商业性”也慢慢腐蚀着公益广告的本质，使其不再具有倡导美德的功能，对公益事业的发展是一种莫大的阻碍。通过对“商业性”的深度挖掘能够合理处理好商业问题的混乱影响，分配好商业广告与公益广告两者之间的任务，把握两者最紧密的联系点，发挥出各自最大的效益。

关键词：公益广告  公益性  商业性

The Study about the Business problems of PSA

ABSTRACT
Public welfare undertakings have been a project as each country showing their national quality promotion, through the various aspects of public welfare for promoting and improve, not only can give a lot of concern to the goal of great help, but also can gradually change in the attitude of the national class differentiation, let helpful virtue become a new generation of force learn basic point, and constantly develop; However it was due to the importance of public welfare undertakings root in the hearts of the people, causing many companies make this as a shortcut to take money, and the constant to "public" narrates the name of their pay, the public welfare advertisement of public interest in people's heart gradually fade, turned into a profit-making tools， "Commercial" also slowly erode the essence of public welfare, that it no longer has advocated the function of virtue, becoming a major obstacles of public welfare development. Through the depth excavation of the "commercial" can 
properly handle the chaos influence of business problems, distribute the task well between the business and public, grasp the most closely connects between the both, to play out their biggest benefits.

Key Words: PSA  Public welfare  Commercial

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