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中国公益广告传播具有规模化、组织化的特色,政府在公益广告活动中占主导地位,媒体可将公益广告传播义务转变为基于社会责任的品牌化战略。
China’s public service advertising has the characteristics of large-scale and organized. The government dominates public service advertising. The media can transform the public service advertising communication obligation into a brand strategy based on social responsibility.