公益广告不同于一般商业性质的赢利广告,它与媒体上常见的商品广告的最大差异,在于其着眼点并非是借助宣传手段来牟取商业利润,而是关注身边的普通百姓,以民众利益为根本出发点,反映民生民情以及各种社会现象,从而对良好社会风气和道德观念的形成起到了一定的推动作用。例如一些公益广告关注失学儿童、下岗职工、赡养老人等社会热点问题,另一些公益广告则聚焦濒临灭绝的动物、水土流失、环境污染等现象。正是因为公益广告诉求正面,伸张正义,因此得到了社会大众的接受和喜爱。据上海大学生的一份抽样调查表明,社会各界对做公益广告的企业普遍有一定的好感。受国家工商局广告司委托,中 Public service advertising is different from the general commercial profit advertising. The biggest difference between the public service advertisement and the commercial advertisement of the media is that its focus is not to make commercial profit by means of propaganda, but to pay attention to the ordinary people nearby and to the public interest Starting point, reflecting the people’s livelihood and a variety of social phenomena, thus forming a good social ethos and morality played a certain role in promoting. For example, some public service advertisements focus on the social hot issues such as out-of-school children, laid-off workers and the elderly. Other public service announcements focus on the animals extinction, soil erosion and environmental pollution. It is because public service ads positive appeal, justice, it has been the community’s acceptance and love. According to a sample survey conducted by Shanghai university students, all walks of life generally have a certain amount of affection for enterprises that make public service advertisements. Commissioned by the National Bureau of Industry and advertising, in