Public service advertisements in China can not be separated from the support of enterprises, and enterprises also get the support of the public through public service advertisements. The social goodwill of public service advertisements enables enterprises to effectively realize the unity of "their own interests" and "the interests of others". This is a win-win result. The Roman poet Ennis famously said, "A person who leads the way for the lost is like lighting someone else's torch with his own torch, and his torch will not be dimmed by lighting a friend's torch." In the market economy of commercial competition, it often means lighting your torch, and my torch will be dim. Public service advertisements bring others' torches, but their own torches are still bright. This is a career that benefits others and benefits themselves. Its public relations significance to enterprises can be seen from the following aspects:

(1) China public service advertisements meet the needs of enterprises to repay the society.

Enterprises accept various inputs from outside (including energy, transportation, manpower, information, etc.). ), and then converted into output (including products and services). The social system receives the output of the enterprise, produces feedback, becomes the input of the enterprise, turns it out through transformation, and so on. Whether an enterprise system can survive or develop healthily depends on whether it can get what it needs from the social environment and provide what it needs from the environment.

As far as the enterprises that sponsor public service advertisements are concerned, their profits come from society. In line with the concept of "taking from society and using it for society", the responsibility of enterprises to consumers goes beyond just providing products and services and taking on social responsibilities.

According to Maslow's hierarchy of needs, people's needs are hierarchical, from low to high: physiological needs, security needs, love and belonging needs, respect needs and self-realization needs. After the low-level needs are met, they will naturally be promoted to a higher level. For an individual, after his physiological needs are met, what he needs is a sense of security, love for each other, respect and self-realization. Deep down, he needs to have a relationship with others and find a sense of belonging. Similarly, enterprises also need to prove their own strength and value, gain social support and recognition, establish a good interactive relationship with society, and make contributions to society, which is the highest need of enterprises, that is, the need of self-realization of enterprises. The realization of enterprise self-realization needs to be accompanied by the virtue of public interest, taking social public interest as the premise. Furthermore, the modern market economy has completed the transformation from the seller's market to the buyer's market, people can choose the object of market exchange voluntarily and freely, and consumers' conscious and independent consumption consciousness and the concept of sustainable management of enterprises have been formed. Under this condition, whoever wants to seek greater benefits for himself must make greater efforts to meet the needs of others, and take the mutual benefit of self-interest and altruism as the basis of business ethics.

1759 Adam Smith, the father of British political economists, believes that the motives that govern human behavior are self-love, sympathy and the desire to pursue freedom. "Self-love" is the desire to care for and pursue one's own interests. Compassion is "altruism" that cares about the public interest, which are the two most basic motives of human behavior. They are unity of opposites.

In order to seek communication channels with the society, establish influence and accelerate the necessity of active communication from the inside out, in addition to transmitting relevant information of enterprises through the media at ordinary times, another most commonly used image-building method is to implement corporate social responsibility through environmentally friendly and healthy public service advertisements and convey the spirit of caring for the public and giving back to society.

For enterprises, public service advertisements provide them with a way to repay the society. By exerting their sense of responsibility and goodwill to society, we can show the dedication of enterprises to the public welfare, improve the social environment and national quality, and realize the good desire of enterprises to repay the society.

(2) Public service advertising is the best way for enterprises to get close to the public and ease their alert psychology.

Out of self-confidence and self-esteem, people are always more or less wary and resistant to those commercial advertisements that obviously try to guide them to change their attitudes, but they are more open and welcome to those warnings and inspirations that have no clear guiding intention, so that they are unconsciously hinted and guided by them, which makes the audience accept the advertising information unsuspecting.

In order to prevent and resist the audience, modern advertising creativity has gradually changed from the product appeal advertisement of "Wang Po selling melons and boasting" to the emotional appeal advertisement with human touch. It is not difficult to see this trend from the most authoritative award-winning works of Cannes International Advertising Festival in recent years. For example, almost all film and television advertising award-winning works are plot works, which contain strong humanistic factors.

The typical emotional appeal advertisement in China is the black sesame paste advertisement in the south. In the advertisement of black sesame paste, the picture is full of strong local flavor, simple and simple small workshop, wobbly little shoulders, simple and kind sister-in-law, and crisp cry of "black sesame paste", which brings people into a past era, evokes unforgettable memories, makes people feel warm and cordial, and touches the hearts of the audience with emotion. The survey shows that emotional appeal advertisements like "Southern Black Sesame Paste" have occupied the mainstream position in Europe and America. As Robinsky, a famous American advertiser, said, "I firmly believe that first-class emotions can form first-class advertisements, so we deliberately inject strong feelings into advertising works every time so that consumers can't forget them." It can be said that emotional appeal advertising represents the basic trend of advertising development in the world today. The answer is added that enterprises attract consumers' attention, thinking, understanding and recognition of social problems through public service advertisements, and break the stereotype that "businessmen value profit over righteousness". From the public's point of view, public service advertisements appear as intimate friends, which eliminates the public's doubts and causes widespread praise and goodwill. Because * * * is mostly the product of feelings and experience. * * * will win the trust of others after being well received. After the enterprise gains trust, the audience will have a tendency of "positive analogy" and will be influenced by the "halo effect" of public welfare undertakings, so as to consider buying its products or choosing its services.

From the perspective of social development trend, with the development of product-oriented marketing to consumer-oriented marketing, commercial advertising has gone beyond the simple profit maximization goal, and began to consider and attach importance to public service advertising aimed at social public interests, as well as to shape the public service image of enterprises. For example, in the winter program of Shanghai TV Station, the gas company often reminds users that "for your family happiness and personal and property safety, please pay attention to the safe use of gas and save gas." The gas company did not publicize its product quality and thoughtful service, but from the perspective of caring for the family happiness and personal and property safety of the majority of users, for the immediate interests of consumers, so that users can feel concerned, and at the same time, the good image of the gas company is imperceptibly accepted by the people. The return of public service advertisements to enterprises is economic benefits.

Public service advertisements not only bring satisfaction and accomplishment to sponsoring enterprises, but also can be directly transformed into economic benefits through advertising effects, accumulate wealth through the market, and then use wealth to fund public service advertisements, thus gaining fame. Through fame, we can accumulate wealth in the market more effectively and realize a virtuous circle of public service advertising funds operation.

The social benefits and economic benefits of public service advertisements are positively related. The effect of public service advertising directly determines the value of public service advertising, and even makes it far exceed the investment cost of making public service advertising. Sometimes the publicity effect of public service advertisements is far above that of commercial advertisements.

From the above, we can see that the public service advertisements signed by enterprises are public relations advertisements, which create conditions for enterprises to establish good social relations. The combination of public service advertising and enterprises is conducive to achieving the same goal of enterprise interests and social interests, which is a win-win result. Although public service advertisements do not directly sell goods, they have established a good image for enterprises, created a good social environment and played a good public relations role in improving the economic benefits of enterprises.