摘要
公益商业型广告能在公益与商业、隐性与显性、崇高与世俗之间取得巧妙的平衡,它的出现是广告媒体环境发展变化、广告主品牌形象塑造和广告受众爱真、爱善、爱美三方需求发展的必然结果。它既服务于社会公益,同时又能向受众传播企业信息和品牌形象,特别是其能将商业诉求以软性的方式融合在社会公益主题的传播中,是未来广告发展的重要方向之一。
The contradictions between lofty and worldly, commonweal and commercial are a problem in advertising communication. The public commercial advertisement can solve this problem because it can serve the public wel- fare, spread the brand image and corporate information to the audience and will be one of the important directions of advertising development in future.
出处
《淮海工学院学报（人文社会科学版）》
2015年第1期67-69,共3页
Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)
关键词
公益商业型广告
品牌形象
传播策略
public commercial advertisement
brand image
communication strategy
