摘要：公益廣告作為一種非商業性質的廣告在社會生活中有著重要的作用，與精神文明建設有著密切的聯系。通過對現在中國公益廣告的現狀的觀察，圍繞以影響性、情感性、溝通性方式，人文情感為基礎的藝術表現形式來分析公益廣告代言人的訴求，帶動受眾群的注意力、記憶力，從而使得公益廣告的渲染力強大，傳播的信服性提高，對于名人的情感認同性強烈，彼時也給代言人自身帶來的社會地位的提高，可謂是雙贏局面。但是這種現象的出現也造成了公益廣告與商業廣告之間的界限愈發模糊，通過對公益廣告代言人的訴求表現方式現狀觀察與研究，運用改善機制與思路，加強公益廣告作為道德輿論力量，來引導社會風氣健康向上發展。
關鍵詞：公益廣告；訴求方式；現狀；道德輿論
DEMANDS OF PUBLIC SERVICE ADVERTISING SPOKESMEN WAY
ABSTRACT: As a non-commercial public service advertising on the social life plays an important role, and spiritual civilization are closely linked. Now the Chinese public service advertising on the status of observation, around to influence the sexual, emotional, communication approaches, human emotion-based form of artistic expression to the aspirations of public service advertising spokesperson, drive audience attention, memory, making a strong public service rendering power, convinced the spread of improved, the identification of strong emotional celebrity then as also to voice their own to improve the social status, can be described as a win situation. But this phenomenon also led to public service advertising and commercials increasingly fuzzy line between, on the demands of public service advertising for observation and study on present performance, the use of mechanisms and ideas to improve and strengthen public service as a moral force of public opinion, to guide the healthy development of society.
Key words:public service advertising;demand way;present situation;moral public opinion
