How to make public service advertisements on clean government

Although some people in the society disdain public service announcements on clean government and even think they are "shows", I believe that as a new means of clean government education and as a specific measure to combat corruption and root causes, public service announcements on clean government are of great significance. The positive implications are manifold: Promoting integrity and self-discipline. Advertising has the role of "persuasion". Integrity advertising can persuade officials to consciously reject corruption and be honest and self-disciplined; it can persuade all citizens to say "no" to corrupt behavior and refuse to give in to corruption; it can prevent the "stinky tofu effect" of corruption from evaporating. Create an image of integrity. Advertising plays the role of "image creation". Through honest advertising, it can shape and establish the image of an honest country, a pure social image, and the image of a clean government and officials. Spread the concept of integrity. Advertising has the function of "achieving beauty and dynamics". Through anti-corruption advertising, good habits of being proud of integrity and ashamed of corruption can be cultivated among all citizens, so that honesty and trustworthiness can take root in the heart, so that integrity, respect and integrity can be cultivated. Anti-corruption and prevention of corruption have become conscious actions. Guide public opinion. Advertising has the function of "grabbing intentions". Anti-corruption public service advertisements can guide public opinion, establish integrity, explain strategies, and encourage reporting. However, as far as the anti-corruption public service advertisements currently available are concerned, only very few can achieve the above goals and effects. If taxpayers' money is used to produce some works that are vulgar in creativity, of low quality, and offensive, it will be difficult to avoid making people doubt the purpose and role of clean government public service advertisements and to remove the suspicion of "showing off." How to make anti-corruption public service advertisements eye-catching but not dazzling, full of appeal, affinity and attraction, so as to achieve the effect of "moistening things silently"? I think the most critical thing now is to work hard on the audience, methods and production of anti-corruption advertisements. First of all, the audience (object) of anti-corruption advertisements should be more targeted, and strive to be customized and directly reach the target group. Most current anti-corruption advertisements have a relatively single target group and seem to target officials at all levels without exception. For example, a TV anti-corruption advertisement with the theme of "Diligence and Integrity, True Character of a Public Servant" is certain that its target group is officials. Although it is broadcast during prime time on a TV station, it is unrealistic to attract and influence general audiences. In fact, officials are not born, and there is a process for their growth. If they are given different levels of integrity education at different stages (including early childhood, primary school, middle school, university, entering society, etc.), they are given various trainings that meet their psychological characteristics. Integrity education), their belief in respecting integrity will be unwavering. Therefore, anti-corruption advertising should be carried out according to different classifications of audiences and have very clear targeting. Secondly, the way of advertising on integrity should be more contagious. The reason why advertising is different from publicity lies in its affinity and appeal. An advertisement pays most attention to ingenuity and avoids bluntness. This is the so-called "the main road is invisible". However, the current anti-corruption advertisements include public service advertisements for the prevention of occupational crimes. Most of them are slogan-type, slogan-type, and indoctrination-type. The propaganda meaning is very condescending and forcing people to accept, such as "Corruption destroys the image of the group", "Integrity and diligence as an official" "Way" and so on, which are far from the realm of "moistening things silently". A good public service advertisement should communicate on an equal footing and speak eloquently, and should be able to tug at people's heartstrings and change their "heartbeat" into "action." Thirdly, the production of anti-corruption advertisements should be more professional. At present, public service advertisements on clean government are generally organized and produced by functional departments, and the amateurishness of their quality and level can be seen at a glance. In fact, advertising, as a symbol of modern society, requires many professional skills and knowledge, and requires professionals to lead its production. In this regard, our colleagues in Hong Kong and Macao have a lot of experience that we can learn from. In short, painting a few slogans and writing a few slogans is by no means a public service advertisement for clean government. Public service advertising for clean government is an art that urgently requires the participation of experts and the improvement of taste and level.