On the Orientation of Public Service Advertisements
The objects referred to by"advertising should also be oriented"include both commercial advertise-ments and public service advertisements.Because of its public welfare characteristics,public service adver-tisements should be"oriented".Proceeding from the requirements of the Party's news and public opinion work and the building of social spiritual civilization,public interest advertisements should squarely face up to the shortcomings in the"stress-oriented"approach,such as the update is not fast enough,the intention is not deep enough,the power is not accurate enough,the body is not soft enough,etc.In future development,public service advertisements should focus on improving political standing,highlighting the main theme line,strengthening people's livelihood concerns,improving laws and regulations,and carrying out special gover-nance.Only in this way can the high-quality development of public service advertisements themselves be truly achieved in the"stress-oriented".
public service advertisementsadvertisement orientationpublic opinion guidance