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中国梦系列公益广告是在党的十八大精神的指引下由中宣部、中央文明办组织中央级主流媒体和互联网联手开展的公益广告活动。旨在为社会提供正确的价值导向、为国家的富强创造和谐的社会环境、为民族发展提供强大的凝聚力量。因此,中国梦公益广告实际上是执政党推行自身的政策的一种策略,是执政党自身形象的宣传。尽管它是以公益广告的形式出现的,但是背后却打上了政治的影子。对于这种公益广告,我们可以称之为政治型公益广告,相对应的以企业署名公益广告也可以称为商业型公益广告。因此,作为政治型公益广告的中国梦系列广告的运行和管理主要的是由政府相关部门主导,以中央级主流媒体为传播渠道,以全社会的大众为传播对象,以宣传党和政府的执政策略为主要目标,以实现中华民族的伟大复兴的中国梦为价值追求的。
China’s dream series of public service ads are public service announcements jointly organized by the Central Propaganda Department and the Central Civilization Office under the guidance of the 18th National Congress of the Communist Party of China and by the central mainstream media and the Internet. It aims to provide the society with the correct value orientation, create a harmonious social environment for the country’s prosperity and provide a powerful cohesive force for national development. Therefore, the Chinese dream of public service advertising is actually a policy of the ruling party to implement its own strategy, is the propaganda of the ruling party’s own image. Although it appears in the form of public service announcements, the shadow behind it is political. For this kind of public service advertisement, we can call it a political public service advertisement, and the corresponding public service advertisement with the enterprise signature can also be called a commercial public service advertisement. Therefore, as a political public service advertisement, the operation and management of the Chinese dream series advertisements are mainly led by the relevant government departments. With the central mainstream media as the communication channel and the whole society as the dissemination target, the propaganda party and government are in power Strategy as the main objective and pursue the value of the Chinese dream of realizing the great rejuvenation of the Chinese nation.