在互联网连接一切,传统电视媒体深陷困局的今天,电视媒体的专业优势与权威影响力在社会公益、品牌效应、传播理念、情感温度等方面的公信力充分彰显了一个企业、机构或组织对社会的功能和责任。多年来,电视公益广告作为广告内容和传播体系中的重要组成部分,由关爱、环保、励志等不同题材的内容构成,为社会精神文明建设与进步传递正能量,充分展现社会主义人文核心价值观。电视公益广告作为一种高层次的广告形式,以其精致的制作、唯美的画面、极致的试听体验,深入电视观众群体内心深处,其所营造的气氛与声势以及传输给社会正确舆论导向的公信力与影响力是当今任何一种新媒体形式无法撼动和取代的。2016年,电影频道作为唯一国家级上星专业电影频道,充分发挥其国家专业平台公信力,精心制作拍摄了多部公益广告片,关于环保、关于社会、关于梦想、关于情感,以其最广泛的受众基础、最强烈的情感共鸣,深入人心,以支持社会公益事业,倡导社会公益风尚。本期专题特邀行业专家学者点评,权威解读光影力量背后的魅力所在。 Today, when the Internet connects everything and the traditional television media is in a deep dilemma, the professionalism and authoritative influence of the television media in the public interest, brand effect, communication concept, emotional temperature and other aspects of the credibility of a full manifestation of a business, institutions or organizations Social functions and responsibilities. Over the years, TV public service ads, as an important part of the advertising content and communication system, are composed of different topics such as love, environmental protection and inspirational motivation, delivering positive energy to the construction and progress of social spiritual civilization and fully demonstrating the core values ​​of the socialist humanities. As a high-level advertising form, TV public service ads, with its elaborate production, beautiful pictures and ultimate audition experience, deeply penetrate into the innermost of television audiences, create the atmosphere and momentum and transmit it to the public’s correct opinion-oriented Credibility and influence can not be shaken and replaced by any of the new forms of media today. In 2016, as the only state-level professional star movie channel, the film channel gave full play to the credibility of its national professional platform and carefully produced and filmed a number of public service commercials on environmental protection, social issues, dreams and emotions, in its broadest Audience base, the strongest emotional resonance, enjoys popular support in order to support public welfare undertakings, promote social public welfare. This issue special invited experts and scholars comment, authoritative interpretation of the power behind the light and shadow strength lies.