Beijing International Public Welfare Advertising Conference: Know the public welfare advertisement from "Heart" together

From August 9th to 11th, the 4th Beijing International Public Welfare Advertising Conference sponsored by the National Radio and Television Administration and Beijing Municipal People's Government, the Propaganda Department of the Beijing Municipal Committee of the Communist Party of China, and the Beijing Radio and Television Bureau of the Beijing Municipal Committee of the Communist Party of China and the Beijing Radio and Television Bureau sailed again, and countless love of public welfare. The people of the advertisement will meet in Beijing, work together to "public welfare concentric, light and shadow together", and understand public welfare advertisements from the "heart".

Forty years of goodwill inheritance

China Public Welfare Advertising Lights Lights of the Soul

In the past forty years, Chinese public welfare advertisements have never been absent in the voice of the time, telling national stories and concerns about the lives of the people. In 1986, the first television public welfare advertisement in my country -the "Please Jun Inf attention to saving water" TV public welfare advertisements jointly created by the Guiyang Municipal People's Government and Guiyang TV Station were broadcast, which set off a wave of saving water. In the fourth quarter, the consumption of tap water in Guiyang City decreased by 470,000 tons compared with the same period last year. On October 26, 1987, CCTV launched the first television public welfare advertising column in the history of China Public Welfare Advertising, which revealed the new chapter of my country's public welfare advertising industry, and brought countless unforgettable outstanding works to a generation. Essence

In recent years, public welfare advertisements, which are focusing on themes such as cultural heritage, national self -confidence, epidemic prevention and control, and rural revitalization. According to the Statistics of the National Radio and Television Administration in 2021, the Broadcasting and Television Industry Statistical Bulletin shows that in 2021, my country Broadcasting Public Welfare Advertising was 563,800 hours, accounting for 39.31%of the broadcasting advertising programs for broadcasting advertising programs; 47.82%of the TV advertising show was broadcast. It can be seen that only by taking the concern of the times and life, can public interest advertisements truly deeply rooted in the hearts of the people and transmitting truth and beauty, love and goodness. As the famous performing artist Wu Cunxin said: "A public welfare advertisement is like a lamp, the lights are bright, and the darkness around us will be less ... Everyone's heart is like a window, the window is opened, the light is bright, so the light is bright. Will come in. "

On the road of forty years of public welfare advertising, countless Chinese public welfare advertisers are full of feelings, ideal, actively assume the social responsibility and historical mission of public welfare advertisers, and create many positive energy works that are deeply popular- "Washing your Mom", "Often" "Go home" "1.4 billionths", "One hundred years, everything for the people", "Ice and Snow is more exciting with you" ... One familiar public service advertisement after another, deeply engraved love, kindness, civilization and virtue deeply Enter the bones of the people. Today, my country's public welfare advertising industry is in the ascendant, and the number of public welfare advertisements generated every year is the world's highest.

PSAs

Sowing the seeds of goodwill in the invisible

When it comes to public welfare advertisements, everyone will show some impressive advertising pictures in their hearts. These advertisements are simple, or touching, or humorous. Regardless of the theme and expression, they must point to the same direction, that is, the background color of public welfare advertisements -to the good and the light.

The targets of public welfare advertisements have always been social phenomena or problems that are closely ignored by the development of the times, but they are often easy to be ignored. These issues may touch the blind spots that people know, maybe they have always been ignored by the society, and they are by no means solved overnight. At this time, the role of "popularization knowledge", "popular science propaganda", and "psychological guidance" of public welfare advertisements are particularly important.

In the public welfare advertisement "Wuhan in the Balcony" jointly produced by the Film Satellite Channel and Hubei Radio and Television Station, the Ministry of Middle Propaganda Channel and Hubei Radio and Television, the Wuhan under the epidemic is truly recorded, and the balcony is used as the entry point. The means showed to the fullest. Once the advertisement was released, the people's sight was highly focused on the hero city of Wuhan. People learned a lot about the important information about "resistance", and attracted countless caring people to join the team of Wuhan. Looking at "everyone" with "small windows", praising the "overall situation" from "small things", the work transmits such a public welfare concept- "infinite distant place, countless people are related to me."

In terms of poverty alleviation and rural rejuvenation, public welfare advertisements have also played an important role in spreading. Beijing Taiwan 8K Public Welfare Advertising "Adhere to ordinary, accomplishment of extraordinary", Hunan Taiwan "Xiaoli Fairies", Sichuan Taiwan "Mai Su Show", etc., all describe the story of ordinary and great grassroots poverty alleviation cadres through multiple angles, depicting poverty alleviation tackling poverty alleviation. Moving pictures. 2021 The first -class work of the 3rd Beijing International Public Welfare Advertising Conference "Lights Run" is more vivid and lively, which tells the cute Mongolian little girl Bayin and her favorite lamb Abu. The story of going to the road of being rich in a well -off, let people pay attention to rural revitalization, common prosperity in the joy and movement, and proud of the motherland.

From the above cases, it can be seen that the method of "guidance" instead of "preaching" makes people's scattered cognition of certain events penetrate and deepen. The power of the power of goodwill in virtue, the meaning of public welfare advertisements, is all of this.

The solution of any social problems has never been achieved overnight, but changes may only need a small key. Charity advertisements are playing such a role. Through the form of public welfare advertisements, they widely spread the concept of public welfare, guide people to good, mutual assistance, harmony, dedication, condense their hearts, transmit goodwills, do not ask for high songs, and immediately look forward to the spring and rain. This is also the goal of the Beijing International Public Welfare Advertising Conference and the original intention of boxing. Public Welfare Advertising in the New Era

Directly hit the pain point Creative first science and technology empowerment

As a kind of communication content that serves human beings and does not have commercial attributes, public welfare advertisements must bear a certain artistic mission and social responsibility. While conveying goodwill to the audience, they also need to output cultural content and high -quality cultural content and high quality of the spirit of the times. Aesthetic Value. In the new era, public welfare advertisements need to focus on social hot issues, accurately grasp the psychological needs of the audience, and use "humanity", "fireworks" and "infectious power" to gently hit the audience's inner pain points, win emotional identity, and cause self -thinking. Eventually obtain the ideal communication effect.

Creativity is the "soul" of modern public welfare advertisements. The more creative works in designing and conceived, the better the effect of communication. In a short and exquisite volume, expressing accurate information and rich emotions with novel and unique creativity, which impresses the audience, has endless aftertastes, and can quickly break the circle and convey the keynote. Especially in the face of a young audience in the new era, only by taking out a sincere and interesting creativity, can we print and go in both ways.

The advancement of science and technology also brings new possibilities for public welfare advertisements in the new era. 5G, AR/VR, artificial intelligence, physiological sensing ... Advanced technologies that are changing around the day around the production, transmission, audiovisual effects, communication and other aspects to empower public welfare advertising, so that the current public welfare advertisements are richer, better, and more beautiful. , More fun and shocking, promoting the rapid development of public welfare advertising. Looking at the world, the communication effect of neuroscience assessment of public welfare advertisements is becoming a new type of technological means in the field of media communication effects to help advertising planners better plan and evaluate the dissemination of public welfare advertisements. Take the government's use of public welfare advertising to spread public health risks related information as an example. If you can build a reliable, quantitative and objective effect evaluation system or mechanism through technical means before public welfare advertisements, it will greatly help public welfare advertisements to effectively spread. Eventually achieve the expected goal of the producer.

How to achieve this? Over the past few years, the method of recording brain activity (such as functional magnetic resonance imaging (FMRI), EEG (EEG)), psychology, physics, etc. have made considerable developments in this field -using interdisciplinary majors Knowledge brings the relevant multidisciplinary results including neuroscience into a new marketing perspective. Through the new paradigm design and analysis, it can measure the hiddenness of the audience for different media (news, radio, television, the Internet, etc.). (Subconscious) The brain's reaction provides unlimited possibilities. It is understood that scientists and technicians can generate and verify a set of software tools to inform policy makers and government agencies on how to make better public welfare advertisements and improve public welfare advertisements.

For forty years, the content, form, expression methods, and even carriers of public welfare advertisements have been changing, and the demand for public welfare advertisements has become higher and higher, but public welfare advertisements are unchanged about the essence of "love and good". When we go from the "heart" to understand public welfare advertisements, we will draw such a conclusion -good public welfare advertisements should be the mirror of the times, the conscience of the society, the lighthouse in the information of the information, and the whistle when people forget to run mad Essence It can call for the softest part of our hearts, reminding us to pay attention to our hearts, others, society, and nature.

Since 2019, the Beijing International Public Welfare Advertising Conference has always been committed to the participation of public welfare organizations and public welfare characters, and it is closely integrated with public welfare communication to promote the development of psychiatry and lead the development of public welfare advertising. The 4th Beijing International Public Welfare Advertising Conference will continue to advocate more outstanding public welfare advertisers to accompany them, dedicate more exciting works to the great new era, use public welfare advertisements to warm the mind, enhance citizens' moral literacy, show national image, help social governance , Continue to gather upward energy, to welcome the 20th National Congress of the Communist Party with excellent results.

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