公益广告的创作,既要遵循一般广告的创作原则,又要体现公益广告的个性原则。有人认为,公益广告没有客户意见的左右,似乎自由度更大,难度更小。但其实如何在广告中将一种积极向上的道德观念和行为规范巧妙地传递给群众,让他们乐于接受,绝非易事。几年来,笔者一直致力于公益广告的创作,我以为,要创作好的公益广告,必须从选题策划、创意制作等多方面“多管齐下”。 The creation of public service ads should not only follow the general principle of creative advertising, but also reflect the principle of public service ads. Some people think that public service ads without the views of customers, it seems that greater freedom and less difficulty. However, in fact, it is no easy task to convey a positive and progressive moral concept and code of conduct to the masses in advertisements so that they are willing to accept them. Over the past few years, I have been committed to the creation of public service ads, I think, to create a good public service ads, from the selection of topics, creative production and many other aspects of “multi-pronged approach.”