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人本观广告,就是广告以人为本,广告的创作和广告活动以受众的利益为出发点和落脚点,人本观广告的思维模式是受众→企业→受众。人本观广告是随着市场营销观念的发展、传播观念的演变、消费者心理需求层次升级而出现的。人文关怀就是对人的尊严与符合人性的生活条件的肯定。人文关怀是公益广告的灵魂,这是由公益广告的本质特征即人本性、公益性、非营利性所决定的。
People-oriented advertising, that is, people-oriented advertising, advertising and advertising activities to the interests of the audience as a starting point and the foothold, the concept of human-oriented advertising mode of thinking is the audience → business → audience. People-oriented advertising is with the development of marketing concepts, the evolution of the concept of communication, consumer psychology needs to upgrade the level of emergence. Humanistic care is the affirmation of human dignity and living conditions in conformity with human nature. Humane care is the soul of public service ads, which is determined by the essential characteristics of public service ads, that is, human nature, public welfare and non-profit.