Question

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题目：从奥运公益广告看广告对塑造公众社会责任的影响

摘要：
广告对社会的影响是多方面多角度的，然而公益广告在对社会中往往会产生更大的社会效益，引领着人们向好的方向发展。正如央视副台长罗明说的一句关于公益广告的话“公益广告也是一盏灯，如果能点亮其他的灯，那么整个社会就是一片光明，希望公益广告像一盏灯一样传递文明和良好的社会风尚。”可见公益广告对社会的影响在人们心目中占据着重要一席之地。尤以08年为迎北京奥运会在中央电视台播出的以“迎奥运，讲文明，树新风”为主题的系列公益广告为典型性，这些公益广告主题鲜明，贴近生活，不是单纯的说教和“强注入”。而其中濮存昕的那篇“文明的力量”最让人记忆犹新，使观众产生强烈的共鸣，这无疑就是公益广告的魅力所在。正如广告开头的那句设问式台词：播出一条公益广告能不能改变生活中的陋习?答案是不,公益广告对于社会中的那些不文明的现象,也许不可能药到病除,但一条公益广告就好像是一盏灯,灯光亮一些我们身边的黑暗就少一些。是的，公益广告对社会的影响或许并不能达到立竿见影的效果，但是通过播出公益广告，受众被其“涵化”之后，会对公益广告所传播的信息进行思考，思索其思想与行为是否合乎社会正常发展的规律与要求，并且按照公益广告所传播的价值观和价值体系进行行为,使社会大众在潜移默化中接受并改变自己的行为体系，从而进一步提升公民的社会责任感。

关键词：公益广告、央视、奥运广告、公众社会责任

Answer 1

Title: The influence of Ad. on the forming of social responsibility at the respect of Olympic public-service Ad.

Abstract:
Since the influence of Ad. on the society was widely, the public-service ad. will produce more social benefits and lead the development to the right way. " The public-service ad. seems like a light. If this light can lighten other lights, the whole society will be shining. I do hope the public-service ad. could transfer the vivilization and healthy social manner like the light" said Luo Ming, the deputy director of CCTV. It is clear that people pay a great intention on the influence of ad. on the society. The best example is the one titled"Welcomes the Olympics, stressing civilization, foster a new trend" which is broadcasted in CCTV during the 2008 Peking Olympic Games.These ad. have clear subject, keep close relations with the real life, without preach and dumping. "The force of civilization" which was acted by Pu Cuixi was always still fresh in living memory and bring common emotion of the audiences.Undoubtedly, it is the glamour of the public-service ad. Just as the beginning of the ad. " Can one piece of public-service ad. change the bad manner in the society?" the answer is no. Public-service ad. can't dispose the bad social manners clearly, but, the more public-service ad. we broadcast, the more light we have,just like the light was shining around us. Maybe the public-service ad. can't produce instant results in the society, the audiences will be affected, think deeply on whether his own behaviors were in accordance with the discipline and requirement of the development of society, moreover, choose the right behaviors imperceptibly according to the spirits transfered by the public-service ad. and finally the public social responsibility will be enhanced.

Key words: public-service ad. CCTV, olympic ad. public social responsibility

手工翻译哦

Answer 2

The advertisement to the society the influence is various multiple perspectives, however the public service advertizing will often have the bigger social efficiency to the society, will eagerly anticipate the people to develop to the good direction. Just like CCTV Assistant Station Chief Luo Ming said one about public service advertizing's words “the public service advertizing is also a lamp, if can lighten other lamps, then the entire society is light, hoped that the public service advertizing looks like a lamp same transmission civilized and the good social morality.”Obviously the public service advertizing the influence is occupying the important small space to the society in the people mind. As welcomes Beijing Olympic Games take 08 years to broadcast especially in CCTV by “welcomes Olympic Games, stresses the civilization, sets up the new atmosphere” for the subject series public service advertizing is the typical nature, these public service advertizing subject is bright, the drawing close to life, is not the pure rigid theorizing with “strong pours into”. But Pu Cunxin's that “the civilized strength” most lets the human have a vivid memory, causes the audience to have the intense sympathetic chord, this is without doubt the public service advertizing charm is. Just like the advertisement begins that sentence supposes asks the type lines: Broadcast that a public service advertizing can change in the life the vulgar customs? Answer not, public service advertizing regarding society in these uncivilized phenomenon, perhaps impossible highly effective, but a public service advertizing probably is a lamp, lamp luminous some we darkness few somewhat. Yes, the public service advertizing the influence perhaps cannot achieve the effect which to the society gets quick results, but through broadcasts the public service advertizing, after the audiences “contains” by it, the information which disseminates to the public service advertizing will carry on the ponder, thinks deeply about its thought and the behavior whether to conform with the social normal development the rule and the request, and disseminates according to the public service advertizing the values and the value system carry on the behavior, causes the social populace to accept and to change own behavior system in influencing subtly, thus further promotes citizen's social responsibilities. key word: Public service advertizing, CCTV, Olympic Games advertisement, public community responsibility
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