中國本土現(xiàn)代公益廣告：從思想宣傳到觀念營銷——歷史、現(xiàn)狀與改善建議.pdf

1、後旦大學(xué)碩士學(xué)位論文Y7712‘‘學(xué)校代碼：10246學(xué)峙j022013046中國本土現(xiàn)代公益廣告：從思想宣傳到觀念營銷——歷史、現(xiàn)狀與改善建議院系：專業(yè)：姓名：指導(dǎo)教師：完成日期：新聞學(xué)院應(yīng)用傳播學(xué)羅碉妮俞振偉副教授2005年4月20日最鐓驢息印仝定公希““AbstractComparedwithcommercialadvertisinginChina，publicserviceadvertisingrelatedpracticean

2、dacademiesearchbothlagmuchbehind，whichisfarfromproportionaltoitsincreasinglynoticeable1ifevalueandSOCialeffectsStartedfromthehirthofthefirstmodernpublicserviceadvertisementin1986，publicserviceadvertisinginmainlandChinaha

3、sdevelopedformorethan20yearsConcerningthisperiodofhistory，achron0109icalpectinationandfeaturegeneralizationhasbeenperformedinthisthesisAndtheseeffortsaremadetohelpforaclearunderstandingandrelativelyobjectiveevaluationoft

4、hisgrowthhistoryandcurrentsituationAdvertisingtheoreticallyteliesonthebasicsofMarketingandCo【【IlmunicationA1thoughpublicserviceadvertisinghasthecorefeaturesofadvertising，itdiffersgreatlvfromthataimedtosellandprofitWithit

5、sbornnatureofpublicbenefit，publicserviceadvertisinghasbeencatalogedasamemberintothefamilyofsocialmarketing：ideamarketingWiththehelpofideamarketingframeworkandnecessarycomparisonresearch，thisthesishasanalysedseveralkeyele

6、mentsthroughoutthemarketingcourseonebyone：content，targetaudience，andvariouspartiesoffunctionsItconcludeswithsomevaluableadviceforthefurtherimprovementofmodernpublicserviceadvertisinginmainlandChinaKeyWordsPublicServiceAd