公益广告是现代电视担当社会责任和义务的重要体现形式之一。成功的电视公益广告,离不开优秀文案的画龙点睛。设计广告文案,既不同于应用文写作,亦不同于文学创作,但成功的广告文案却通常具有前者的实用性、后者的艺术性,是一种以特殊形态呈现、具有特殊感召力的创造活动,需要以深厚的文学功底为基础。在传播学理论看来,人类的传播活动大致有两类,即认知性的传播活动和审美性的传播活动。传播认知信息是为了让接受者获取关于自然和人类社会各方面的知识;传播审美信息却是为了使接受者精神受到振奋,心灵受到 Public service announcements are one of the most important forms of modern TV’s social responsibilities and obligations. Successful TV commercials, inseparable from the excellent copywriting finishing touch. The design of advertising copy is not only different from the application writing but also from the literary creation. However, the successful advertisement copy usually has the former practicality, the latter is artistic, is a creative activity with a special form and special charisma, Need to have a deep foundation of literature. From the perspective of communication theory, there are roughly two types of human communication activities: cognitive communication and aesthetic communication. The dissemination of cognitive information is intended to give recipients access to knowledge about nature and all aspects of human society; the dissemination of aesthetic information is intended to inspire and inspire the mind of the recipient