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This paper analyzed all kinds of mass communication function of commonweal advertising, it listed a large number of successful cases to interpret the commonweal advertising in the dissemination of positive life elements, survival philosophy, moral values and norms, and it promoted the harmonious development of the society as well as the important contributions; also the “the harmony between man and nature”, the importance of family ethics, loyal to the nation, full of charity "benevolence", human and social harmony and progress of five demonstrated highlights and heritage education in Chinese excellent traditional moral values in commonweal advertising. Keywords—component; commonweal advertising; mass communication; effect of moral education I. SUMMARY OF COMMONWEAL ADVERTISING The commonweal advertising is to provide service for commonweal, public welfare; it is an advertising communication activity for the purpose of promoting conducive to social morality, behavior norm and ideology [1]. The commonweal advertising is also called "public service ads", topics are all about public concerns and public responsibilities; it aims at the hot social issues in reality, and it becomes one of the most important parts of social commonweal enterprise, and it has a very special sociality. The commonweal advertising first appeared in early 40's of twentieth Century in America, also known as the public service advertising, morality advertisement. Due to some serious social problems and environmental problems of high-speed development of the industrial revolution, the commonweal advertising was born with purposes of communication, propaganda, enlightenment, and persuasion as the times required, and it later gradually spread to Europe, Asia, and all over the world, and it became more and more influential. The earliest commonweal advertising in China was released in 1978 in CCTV with strong political and military purposes. Gui Zhou TV in 1986 launched Chinese the first professional creative commonweal advertising -"save water", it marked the symbolic birth of the modern commonweal advertising of our country; CCTV in 1987 founded "advertised" column, broadcast the commonweal advertising in prime time, the word "the commonweal advertising" began to win support among the people. After more than 20 years, the commonweal advertising is now on a planned, organized, full-range rapid development stage under government leadership, extending media from first TV to newspapers, periodicals, broadcastings, signs, networks, WeChats, etc., and the theme and content are more and more rich and varied. II. SOCIAL COMMUNICATION FUNCTION OF THE COMMONWEAL ADVERTISING The commonweal advertising advocates healthy social trends, correct views of life, values, norms of behavior with strong affinity; it makes people feel a heartfelt admiration. Just as the spring breeze, it brings the understanding between people, and it shows conscientious distinction between real and fake, good and evil, beauty and ugliness, true and false, it makes people feel warm and comfortable. Its irreplaceable roles are in the following six aspects: A. Promote and incentive effect The commonweal advertising stimulates public national spirit and patriotic enthusiasm; it advocates social morality, occupation morality, traditional virtue; it not only has full of love, virtue, civilization, human praise, but also has a great stimulation to the public. For example, Shanghai Feng Zikai commonweal advertising pictured simple harmony and artistic conception. The poem "to pine above the house, to raise generations with the spring bird" showed particularly China spirit. With so harmonious scene, then with "morality China" title as one of the "Chinese dream" series, and with the head on Chinese style and Chinese pursuit, it made the old work a great impact [2]. Another example: Hebei TV broadcasted a commonweal advertising "to resist great flood" in 1996. In this advertisement, a People's Liberation Army senior commanders braving the tempestuous waves rescued people, he held a child and fought the wind and waves hit, and transferred the child to a safety zone regardless of personal safety; it reflected the scenes of the people's Liberation Army to forget about one's own safety, as well as emergency rescue and disaster relief, the profound friendship with civilians; it received strong social impacts International Conference on Education, Language, Art and Intercultural Communication (ICELAIC 2014) © 2014. The authors Published by Atlantis Press 682 and created positive effects on army-civilian relationships after broadcasting. B. Guidance and enlightenment The commonweal advertising shows prominent role in culture and education. The public accepts advertisement concept through the interpretation process of thoughts, ideas, and value orientation [3]. The commonweal advertising's value guidance and the enlightened function are through the "appreciation" influence process unconsciously, and therefore more easily penetrate into the spiritual world. A commonweal advertising in CCTV broadcast said: "in fact, parents are the best teachers for children." It showed dutiful moments of the daughter-in-law and mother-in-law; daughter-in-law washed feet for old mother-in-law. Her son saw it inadvertently, and he silently imitated his mom, quietly to bring footbath water, washing feet for his mother... Young hearts under the influence of his mother's filial behavior produced unimaginable virtue leap. With ordinary theme, ingenious creativity, and touching effect, this commonweal advertising exceeds one's expectations, and well received by the public. There are also many excellent "stressing civilization, establish new trends" commonweal advertisings vividly interpret "Chinese dream" and other contemporary themes, and they play a positive role of enlightenment to lead society and promote the positive wind righteousness. C. Warning and admonishing function With the rapid development of modern industry, it brought convenience and benefits to human beings, it also caused problems and endanger, such as traffic congestion, environmental pollution, ecological imbalance caused natural disasters. In view of this situation, warning and exhortatory public interest advertising were also increased accordingly. For example, after Guizhou TV "save water" commonweal advertising broadcasted, the residents' water consumption decreased than the same period previous year 470,000 tons [4]. Other examples of the tree planting day series commonweal advertisings slogans "cherish the green environment, protect human survival space," "except the photos, what all don't take away anything else; except footprints, don't leave anything else" were all generally with a warning or admonition, making people more aware that the correct attitude was not getting, but giving for the common homeland; Chinese dream should be a saving resources, and full of green dream. Call and advice role Call and advice were commonweal advertisement's unique appeal to the public, they also cherished and cared for social vulnerable groups. A call for the whole public attention for the empty nest elderly people "when you listen, you let his lonely heart light again, your eyes give him strength to overcome annual rings, your hands raise wings for him to go after sunset, care for the elders, let the home no longer become eternal dream" deeply touched the hearts of people. On the other hand, there were many advices to get rid of the bad habits, such as Hebei TV station's commemorating World Health Day broadcast, "we can lose weight, but not lost life" was a commonweal advertisement advice for the demands of public health protection. D. Praise and lash effect Morality is a symbol of social civilization, and China is an ancient civilization country; morality plays an important role in the hearts of people. CCTV "advertisement" once played a commonweal advertisement, the picture showed "the hanging fish viceroy" who refused bribe in the ancient time, subtitle appeared "anti-corruption, have a niche in the temple of fame" at the end of story. Advertisement used a metaphor approach through the establishment of a noble character to praise example and educate the public. In order to face the bad phenomenon of certain morality community declined, egoistic, harming others to benefit oneself, the commonweal advertisement "criticism and castigate," had the purpose of appealing advertisement to play the supervisory role of public opinion, and to urge the public to overcome the bad behavior, as well as to maintain and to create a good social environment. For example, although with euphemism the advertising "picked up your conscience from the trash can" criticized and lashed those littering or without garbage classification delivery. E. Art and inspiration The commonweal advertisement brings visual enjoyment with beautiful pictures;the process of feeling beauty that let it come inside is the process of letting the mind from restlessness to a sooth harmony. A Shandong winning commonweal advertisement was an unforgettable masterpiece in the year 1997. At the beginning, a branch of the apple flower filled up the screen, then flowers withered, green leafy branches bore an apple, it became bigger and bigger, and eventually a huge delicious apple. The fruit then became hidden, and bore two small apples, and then fade out again, and bore four small apples, after several times fade in and out, fruit branch was full of tiny bad apples. At this time, an overwhelmed apple branch was broken with a "Kacha" sound -a picture frame stayed still. There was a profound voiceover in the distance "humans need to control themselves." With enrichment and exquisite metaphor, the art could be ten times shorten the time and space, and could a hundredfold or more to increase appeal and persuasion [5]. The commonweal advertising uses various artistic means to strengthen the theme in order to spread id

The Analysis of the Mass Communication and the Moral Education Function of Chinese Commonweal Advertising