—关注留守老人公益广告公益广告—
：摘要摘要：随着中国老龄化社会的逐渐到来,中国农村出现了留守老人,他们年轻时把自己人生美丽的韶光献给了中国农村,由于种种原因,他们选择了留守农村,由此产生了一系列问题:负担重,收入低;精神生活单调;家庭氛围缺失;医疗问题突出;安全隐患多等。因此我们应该多去关注那些留守老人，多去关注、关心、关爱他们！
关键词：广告、公益广告、留守老人
公益广告的概念：
公益可以理解为公众的利益。
它通过某种观念的传达，呼吁公众关注某一社会问题，以合乎公众利益的准则去规范自己的行为，支持或倡导某种社会事业或社会风尚。
公益广告的发起者投入时间和财力，通过大众媒介向广大受众传达有利于社会公众利益的观念或意见。
公益广告的作用
媒介实际就是宣传工具，它教给人们各种价值观念和行为准则，引导人们接受新的生活方式，使人们融入媒介制造的社会体制中。而在“制造认同”的过程中，公益广告是最现实、最直接、最具时效的途径。
长久以来，公益广告一直被用来作为解决不同社会问题，敦促社会公众以正确的观念和行为配合社会变革运动的手段之一，它是社会营销的有力工具。“社会营销”一词最早出现于1971年，当时是指运用市场营销的原理和技巧倡导某个社会运动、观念或行为。自那时起，该术语的意思逐渐演变为社会变革管理科学，具体指设计、实施和控制变革运动，实现在一个或几个目标接受者群体中提高某种社会观念或实践的接受程度的目的。
公益广告还有以下特性：
。公益广告以人与社会、人与自然和谐发展为宗旨，以社会保（1）非盈利性非盈利性。
护与群体素养提升为目的，促进社会的发展。注重社会效益。与商业广告完全以盈利为出发点相比，公益广告则是非盈利性的。凡是从事公益广告的单位或个人，他的终极目标是公众的利益，而不是以盈利为目的。
有一点要说明的是，不以盈利为目的并不等于说从事公益广告是亏本的，而应是持平或有盈余的。只是从事公益广告的单位或个人对于盈余不得在所有者和管理者中分配，必须用于提高公益广告的质量和数量上。
（2）观念性。公益广告诉求的是观念，以某一观念的传播，促使公众启迪、自省、关注某一社会性问题，以符合公德的社会行为为准则，规范行为并身体力行以形成社会良好风尚，或支持某种社会事业。它传播的是精神形态的观念，而不是物质形态的商品。
。公益广告面对的是社会公众。这表明，公益广告不同于（3）受众的广泛性受众的广泛性。
商业广告，它不是为某个企业的产品树形象、打知名度，而是为社会大众谋利，为公众切身利益服务的广告。创作者是站在社会公众角度去创造启迪，而不是针对某一特殊群体。公益广告就是要针对社会公众的特点和心态，反映公众的意愿和呼声，反映公众普遍关注的社会问题。公益广告期待尽可能多的公众目光，受众的范围越大越好。
。做公益广告的原动力是高度的社会责任感，谁做公（4）利他主义的自觉性利他主义的自觉性。
益广告谁付费，公众可从中感知公共事业心。公益广告的费用由广告人自行、自愿承担，广告主有充分的自主权决定是否参与公益广告。公益广告表现了利他主义精神。它是与助人为乐的无私奉献相联系的，是人类的同情心、爱心、责任感等美德的彰显，是社会伦理道德走向和谐，个人智慧趋向成熟的标志。对于那些自愿资助公益广告的个人或团体，社会应给予鼓励和支持。
随着中国老龄化社会的逐渐到来,中国农村出现了留守老人,他们年轻时把自己人生美丽的韶光献给了中国农村,由于种种原因,他们选择了留守农村,由此产生了一系列问题:负担重,收入低;精神生活单调;家庭氛围缺失;医疗问题突出;安全隐患多等。
农村留守老人面临的困难与问题
随着子女纷纷外出务工，农村留守老人群体的不断扩大，带来的一系列社会问题不容忽视，主要表现在：
1、经济收入低，生活质量差。目前除部分享受低保的户有得到扶助外，绝大部分农村老年人没有养老保障。农村留守老人的经济来源主要依靠自己劳动所得和子女贴补。随着孝道观念的不断淡化及子女在外务工谋生压力加大，子女贴补缺乏稳定性，农村老人的经济收入更是少得可怜，由于无经济来源，三餐基本的油、盐、柴都无法保证；吃的菜大多数是左邻右舍的乡亲送的；炊事用燃料有的是烧废旧木料，生活很是艰难。
，安全隐患多。由于子女不在身边，日常生活的一些小事，2、生活缺少照料生活缺少照料，安全隐患多。
诸如理发、换电灯泡等都成为难题。特别是老人身体不好，需要子女陪同上医院看病治疗时，子女不在身边，老人更是觉得孤苦无靠，感到很失落。有的老人生病了，连饭都做不了，想哭旁边连一个听的人也没有。此外，老年人发病往往具有突然性，家中无人或抢救不及时，可能会错过治疗时机，导致严重后果。随着年事渐高，一些农村老人记忆力下降，有的行动不便或身有残疾，一些日常生活行为都有可能留下安全隐患，甚至导致悲剧。
3、对隔代教育造成心理负担重。如果单从照顾孙辈的生活起居方面而言，只是增加老人的生活压力，增加劳动强度。但对小孩教育方面心理负担更重，主要因为农村老年人大多数识字不多，无法辅导小孩的学习，担心学习成绩差。其次目前农村交通、通讯得到迅速改善，电视、网吧到处有，孩子在外的时间长，担心发生一些意想不到的事情。老年人总觉得管理小孩力不从心。
4、精神缺少慰藉。人老了有喜静的一面，但人老了最怕孤独。农村老人过
惯了苦日子，对物质生活往往无过高的奢求，因此来自子女的精神慰籍是老人身心健康必不可少的主要来源之一。由于子女不在身边，农村老人大多过着“出门一孤影，进门一盏灯”的寂寞生活，这很容易使他们感到孤独。特别是独居老人感到有心里话没处述说，有时间没事打发，很可能出现抑郁症状，觉得生活没有意思，严重的会产生自杀的念头。另外，农村精神文化生活比较单调，老人大多是“蹲墙根、找树阴、聊聊天”，在家庭外边也难以找到精神寄托。
解决农村留守老人问题的建议与对策
1、发挥主观能动性，做积极参与社会的主人。农村留守老人自身要注意调节好心态，增强心理上的自立程度；生活上，锻炼自己的自立能力；并且注意锻炼身体，养成良好的生活习惯；并保持勤学好问的习惯，不断学习新事物，跟上时代步伐。积极寻找精神寄托，充实新的生活内容。寻找精神寄托的方式有许多，如：和邻居聊聊天，下下棋；参加村里的公益事业活动，帮助村里做些力所能及的工作，加入计生协会会员，帮忙做育龄人群的计生工作，把自己融入社会之中。
2、强化尊老、爱老、养老、敬老的宣传教育。在农村社会化养老机制尚未形成之前，传统式家庭化养老仍是农村养老的唯一形式。尊老爱老是中华民族的传统美德，要加强农村年轻人的孝道教育，对在敬老爱老等方面做得较好的年轻人应予以弘扬表彰，对歧视、排斥老人等行为给予曝光、鞭达。架起亲情时时沟通的桥梁，在外子女要经常与自己父母保持联系，按时给老人寄钱送物。家中大事多征求父母意见，即使没有事也要经常与老人通通话，加强彼此之间的沟通与联系。
3、逐步建立农村老年人自愿者服务队。为留守老人提供诸如理发、环境卫生清理、房屋修缮等日常服务，可由民政或共青团、妇联等部门组织牵头，尽可能在各乡镇都成立农村老年人自愿者服务队，建立一支常年服务的队伍，以缓解留守老人存在的困难。
4、完善农村医疗保险制度。农村留守老人大多数身体虚弱，小病不断，门诊费用大。按照目前农村医疗保险规定，只有住院才能报销，且报销比例较低。因此要在逐步提高住院费报销比例的同时，对60岁以上的农村参保老人门诊费给出报销标准，以减轻这部分弱势群体医疗费用。
5、逐步建立农村养老制度，为农村留守老人提供生活保障。首先是扩大农村最低生活保障范围，把符合条件的农村老人全部纳入最低生活保障范围，从经济上保证老年人达到基本生活水平。其次是鼓励企业、个体老板捐资设立老年人基金，对需要帮助的老人给予扶持。
6、兴办农村养老福利事业，走家庭化养老与社会化养老相结合之路。有条件的地方，可由乡、村组织牵头，通过招商引资、当地能人投资等多渠道的办法兴办养老院、托老所等，建立一个温暖的大家庭。如成立农村老年人休闲活动中心、老年人互助协会等，让老年人重新找到归属感。在老年人组织内部，可实施老年人互助机制，低龄老人为高龄老人义务服务，把义务服务的时间进行累积并
建档，等将来自己需要这方面服务时，可以免费享用所累积的服务时间。并逐步将农村老年人福利事业引向市场，对于年龄较大的留守老人，可以考虑由其子女出部分钱，搬进托老所，进行社会化养老，促进诸如个别留守老人无人管等问题的解决。
留守老人的难题若得不到解决，将会影响到他们的晚年生活与身体健康，在外打工的子女也难以安心。要真正破解留守老人面临的问题，需要政府、社会各界给予更多的关怀和支持。农村有农村的优势，政府可在发展农业生产上找出路，加大对农村的财力与科技投入，让更多有知识、有文化、有技术的劳动力留在农村，进行农业开发，使他们在农村有钱可赚，既不影响致富，也能照应老人。
综上所述：公益广告能够更好的解决留守老人面临的一些问题，我也希望所有人应该多关注、关心、关爱留守老人，多给他们一点帮助，多给他们一点爱心，让他们不再感到寂寞，不再感到孤单，安享晚年！PSAs-focusonstayingfortheelderly
Abstract:WiththegradualarrivaloftheagingsocietyinChina,China'sruralareasstayfortheelderly,whentheywereyoungbeautifullifeAkimitsudedicatedtoruralChina,forvariousreasons,theychosetostayinruralareas,thusresultinginaseriesTheproblem:Theheavyburdenonlowincome;thespiritoflifeismonotonous;theabsenceofafamilyatmosphere;medicalproblems;moresecurityrisks.Therefore,weshouldtopayattentiontothosestayingfortheelderly,andmoreattention,care,lovethem!
Keywords:advertising,publicserviceads,stayelderly
Theconceptofpublicserviceads:
Thepublicwelfarecanbeunderstoodasthepublicinterest.
Aconcepttoconvey,iturgedthepublictofocusonasocialissueinthepublicinterestcriteriatoregulatetheirownbehavior,supportoradvocatethecauseofsomekindofsocialorsocialpractice.
Theinitiatorofthepublicserviceadstoinvesttimeandfinancialresourcestoawideaudiencethroughthemassmediatoconveyideasoropinionsinfavorofsocialpublicinterest.
Theroleofpublicserviceadvertisements.
Themediaisinfactapropagandatooltoteachpeopleavarietyofvalues
andcodesofconduct,andguidepeopletoacceptthenewwayoflife,thepeopleintothemediamadethesocialsystem.Inthemanufacturingprocessoftheidentity,publicserviceadvertisingisthemostrealistic,mostdirect,mostagingway.
Alongtime,publicserviceadshavebeenusedasaddressdifferentsocialproblems,andurgedthepublictooneofthemeansofsocialchangemovementinconjunctionwiththerightattitudesandbehavior,itisapowerfultoolforsocialmarketing.Theterm
transformations,specificallyreferringtothedesign,implementationandcontrolofthe
reformmovement,toachieveacceptanceofthepurposetoimproveasocialideaorpracticeinoneormoretargetrecipientgroups.
PSAshavethefollowingcharacteristics:
(1)non-profit.Publicserviceadsforthepurposeofmanandsociety,betweenmanandnaturedevelopment,enhancesocialprotectionandgroupaccomplishmentforthepurposeofpromotingthedevelopmentofsociety.Emphasisonsocialbenefits.
Commercialsentirelyforprofitcomparedtothestartingpoint,publicadvertisingisanon-profit.Anyunitsorindividualsengagedinpublicserviceads,andhisultimategoalisthepublicinterest,ratherthanintermsofprofitsforthepurpose.
Thepointtonoteis,notforprofitdoesnotmeanthatengageinpublicserviceadsataloss,butshouldbethesameorasurplus.Onlytheunitsengagedinpublicserviceadsorpersonalsurplusshallbeallocatedintheownersandmanagers,mustbeusedtoimprovethequalityandquantityofpublicserviceads.
(2)conceptual.Thedemandsofpublicserviceadvertisingistheconceptofthespreadofaparticularconcept,promotepublicenlightenmentandself-examination,focusonasocialissue,inlinewithpublicmorals,socialbehaviorasthenorm,theirregularitiesandtakeactiontoformagoodsocial,orsupportsomesocial
undertakings.Itspreadthespiritoftheconceptofform,theformratherthanmaterialgoods.
(3)thebreadthoftheaudience.PSAsfacethepublic.Thissuggeststhatpublicserviceadsaredifferentfromthecommercials,itisnottheproductofacorporateimagebuilding,namerecognition,butforthebenefitofthecommunity,thevital
interestsoftheadvertisingforthepublic.Thecreatorsarestandinginthepublicpointofviewtocreateinspiration,ratherthanaparticulargroup.PSAsistoreflectthe
public'swillandvoiceofthepublicthefeaturesandstateofmind,toreflectthesocialissuesofcommonconcerntothepublic.Thepublicserviceadstolookforwardtoasmuchaspossiblethepubliceye,thegreaterthescopeoftheaudiencethebetter.
(4)altruismconsciousness.Todopublicserviceads,thedrivingforcebehindthehighdegreeofsocialresponsibility,whopaystodopublicserviceads,andthepublicfromtheperceptionofthepublicdedication.Thecostofpublicservice
advertisementsbyadvertisingontheirown,voluntarilyassumed,advertisershavefullautonomytodecidewhethertoparticipateinpublicserviceads.ThePSAs
performancealtruism.Itislinkedtotheselflessdedicationandhelpfulness,isthemanifestationofthehumanvirtuesofcompassion,love,responsibility,socialethicstowardharmony,wisdomtendstoasignofmaturity.Forthoseindividualsorgroupsofvoluntaryfinancingofpublicserviceads,thecommunityshouldbeencouragedandsupported.
WiththegradualarrivaloftheagingsocietyinChina,ruralChina,stayfortheelderly,whentheywereyoungbeautifullifeAkimitsudedicatedtoruralChina,forvariousreasons,theychosetostayinruralareas,resultingaseriesofquestions:heavyburdenonlowincome;thespiritoflifeismonotonous;lackoffamilyatmosphere;medicalproblems;moresecurityrisks.
AgeingParentsinruralareasfacingdifficultiesandproblems
Migrantchildrenhaveleftinruralareastheelderlygroupcontinuestoexpand,to
bringaseriesofsocialproblemscannotbeignored,mainlyin:
Alowincome,poorqualityoflife.Inadditiontopartofthehouseholdtoenjoylowtogettheassist,thevastmajorityoftheruralelderlyold-agesecurity.Themainsourceofincomeoftheelderlyleftbehindinruralareasrelyontheirlaborincomeand
childrensupplement.Withfilialpietycontinuestodiluteandchildrenoutsideworkerstoearnalivingincreasingpressureonchildrentosupplementthelackofstability,theeconomicincomeoftheruralelderlyismeager,becausenosourceofincome,threemealsabasicoil,salt,firewoodcannotguarantee;thefoodtheyeatmostoftheneighbors,thefolkssent;someburningwastewoodforcookingfuel,lifewasverydifficult.
Lifethelackofcare,securityandmore.Becausechildrenarenotaround,thelittlethingsofeverydaylife,suchasBarber,tochangealightbulbandsobecomea
problem.Especiallytheelderlyinpoorhealth,children,accompaniedbythehospitaldoctortreatment,childrenarenotaround,theelderlyfeellonelywithoutrelyingonandamlost.Someelderlysick,andevenhavetodonotcrynexttoevenlisten.Inaddition,theincidenceofelderlytendtohaveasudden,nooneathomeorrescueisnottimely,andmaymissthetimingoftreatment,leadingtoseriousconsequences.Theheiroftheruralelderlymemorydecline,somemobilityorphysicaldisability,someoftheactivitiesofdailylivingarelikelytoleavethesecurityrisks,andevenleadtotragedy.
3,thepsychologicalburdenofinter-generationaleducation.Fromthecareofthedailylifeofgrandchildren,onlyincreasedthepressureoflifeoftheelderly,increasingthelaborintensity.Heavierpsychologicalburdenofachild'seducation,mainlybecausethemajorityoftheruralelderlylowlevelsofliteracy,fromhelpingchildrenlearntoworryaboutthepooracademicperformance.Followedbythecurrentrural
transportation,communicationimprovedrapidly,television,Internetcafeseverywhere,thechildoutsideforalongtime,worriedthatsomethingunexpectedoccurs.Theolderpeoplealwaysfeelinadequatemanagementofchildren.
4,thespiritofthelackofcomfort.Oldpregnantquietside,butolderpeoplearemostafraidofloneliness.Theruralelderlyhasbeenusedtothebitternessofthemateriallifeisoftentoohighluxury,sothespiritofthechild'scomfortisthemainsourceofelderlymentalandphysicalhealthisessential.Childrenarenotaround,theruralelderlyaremostlylivingoutaGuying,thedoorofalamp,
truthandnoplacetotell,thereisnothingtopass,islikelytoshowsignsofdepression,Ifeellifeismeaninglessandwillhaveseriousthoughtsofsuicide.Additionally,thespiritualandculturallifeinruralareasisrathermonotonous,theelderlyaremostlysquattingfootofthewalltofindtheshadeofatree,achat,
Suggestionsandcountermeasurestosolvetheleftbehindtheproblemoftheelderlyinruralareas
Asubjectiveinitiative,doactivelyparticipateinthemastersofsociety.AgeingParentsinruralareastopayattentiontoadjusttheirattitudeandenhancethe
psychologicalself-reliance;life,exercisetheirownself-reliance;andpayattentionto
exerciseanddevelopgoodhabits;andinquisitivehabits,constantlylearningnewthingskeepupthepace.Activelylookingforspiritualsustenance,andtoaddnewcontent.Lookingforspiritualway,suchas:chatwithneighbors,agameofchess;toparticipateinpublicwelfareactivitiesofthevillagetohelpthevillagetodowhateverwork,tojointhefamilyplanningassociationmemberstohelptheplanningworkofchildbearingagepopulation,tointegrateitselfintothesociety.
2,tostrengthenrespectfortheold,lovetheold,old-age,respectingthepublicityandeducation.Beforeruralsocialpensionhasnotbeenestablished,traditionalfamilyendowmentisstilltheonlyformofruralold-age.RespectandcareisalwaysthetraditionalChinesevirtues,tostrengthentheeducationofruralyoungpeople'sfilialpietyshouldbedoneabetterjobofrespectingandlovingtheotheraspectsofyoungpeopletopromotetherecognitionofactsofdiscrimination,exclusionoftheelderlytogiveexposure,whipup.Setupfamilytimetotimeabridgeofcommunicationtotheoutside,childrenshouldalwayskeepintouchwiththeirownparents,timetosendmoneytosendmaterialtotheelderly.Homeeventstoconsultwiththeparents'opinion,evenifthingshavealwaysbeenwiththeelderlythroughthecallto
strengthencommunicationandcontactbetweenthem.
3,thegradualestablishmentoftheruralelderlyvolunteerserviceteams.StayfortheelderlysuchasBarber,environmentalsanitationcleaning,housingrepairsandotherroutineservices,ledbytheHomeortheCommunistYouthLeague,women's
federationsandothersectororganizations,asfaraspossibleinalltownshipshavesetupaserviceteamoftheruralelderlyvolunteers,setuptheteamofayear-roundservicetoeasethedifficultiesofstayfortheelderly.
4,improvetheruralmedicalinsurancesystem.Mostofruralleft-behindelderlyfrail,minorillnesscontinued,patientcharges.Inaccordancewiththeprovisionsofthecurrentruralhealthinsurance,theonlyhospitalinordertobereimbursed,andlowerreimbursement.Tograduallyincreasethereimbursementofhospitalexpenses,giventheruralinsurancefortheelderlyovertheageof60patientfeereimbursementstandard,inordertoreducethemedicalcostsofthispartofthevulnerablegroups.5,andgraduallyestablishapensionsysteminruralareas,toprovidesecurityforAgeingParentsinruralareas.Thefirstistoexpandthecoverageofruralminimumlivingstandard,tomeettheconditionsoftheruralelderlyincludealltheminimumlivingguaranteerangefromtheeconomytoensurethattheelderlymeetthebasicstandardofliving.Encourageenterprisesandindividualsbossdonatedtothe
establishmentoftheelderlyfund,togivesupporttotheelderlyinneedofhelp.6,tosetuparuralold-agewelfare,taketheroadoffamilypensionandthesocialpension.Areaswhereconditionspermit,bytheTownshipandvillageorganizations,ledbythemulti-channelapproachtoinvestment,localhotshotsinvestmenttosetupnursinghomes,daycarecenter,theestablishmentofawarmfamily.Suchasthe
establishmentoftheruralelderlyandleisureactivitycenter,theelderly,theMutualAidAssociation,toallowtheelderlytorediscoverasenseofbelonging.Inolderpeoplewithintheorganization,implementationoftheelderlyandmutualassistancemechanismyoungerelderlyservicesfortheoldestoldobligations,theobligationsofservicetimeaccumulatedandarchiving,theyneedthisservice,youcanenjoyfree
yearsofservicetime.Welfareoftheruralelderlyandgraduallyintothemarket,
AgeingParentsofolder,canbeconsideredbytheirchildrenoutofthemoneymovedintothedaycarecenter,asocialpension,andpromotetosolveproblemssuchasnocontrolofindividualAgeingParents.
Theelderlyleftbehindproblemsarenotresolved,willaffecttheirlaterlifeandhealthofchildrenworkingoutsideyourmindatease.Toreallycracktheproblemsfacingstayfortheelderly,needthegovernmentandthecommunitytogivemorecareandsupport.Ruralareashavetheadvantageofruralareas,theGovernmentcanfindawayinthedevelopmentofagriculturalproduction,increaseruralfinancialinvestmentinscienceandtechnology,sothatmoreknowledge,culture,skilledlaborforcetostayintheruralandagriculturaldevelopment,sothattheymoneytobemadeinruralareaswillnotaffecttherichcantakecareoftheelderly.
Summary:publicserviceadsarebetterabletosolvesomeoftheissuesfacingstayfortheelderly,Ialsohopethatallpeopleshouldpaymoreattention,care,carestayfortheelderly,togivethemalittlehelp,givethemalittlelove,sothattheynolongerfeellonely,nolongerfeelaloneintheiroldage!
—关注留守老人公益广告公益广告—
：摘要摘要：随着中国老龄化社会的逐渐到来,中国农村出现了留守老人,他们年轻时把自己人生美丽的韶光献给了中国农村,由于种种原因,他们选择了留守农村,由此产生了一系列问题:负担重,收入低;精神生活单调;家庭氛围缺失;医疗问题突出;安全隐患多等。因此我们应该多去关注那些留守老人，多去关注、关心、关爱他们！
关键词：广告、公益广告、留守老人
公益广告的概念：
公益可以理解为公众的利益。
它通过某种观念的传达，呼吁公众关注某一社会问题，以合乎公众利益的准则去规范自己的行为，支持或倡导某种社会事业或社会风尚。
公益广告的发起者投入时间和财力，通过大众媒介向广大受众传达有利于社会公众利益的观念或意见。
公益广告的作用
媒介实际就是宣传工具，它教给人们各种价值观念和行为准则，引导人们接受新的生活方式，使人们融入媒介制造的社会体制中。而在“制造认同”的过程中，公益广告是最现实、最直接、最具时效的途径。
长久以来，公益广告一直被用来作为解决不同社会问题，敦促社会公众以正确的观念和行为配合社会变革运动的手段之一，它是社会营销的有力工具。“社会营销”一词最早出现于1971年，当时是指运用市场营销的原理和技巧倡导某个社会运动、观念或行为。自那时起，该术语的意思逐渐演变为社会变革管理科学，具体指设计、实施和控制变革运动，实现在一个或几个目标接受者群体中提高某种社会观念或实践的接受程度的目的。
公益广告还有以下特性：
。公益广告以人与社会、人与自然和谐发展为宗旨，以社会保（1）非盈利性非盈利性。
护与群体素养提升为目的，促进社会的发展。注重社会效益。与商业广告完全以盈利为出发点相比，公益广告则是非盈利性的。凡是从事公益广告的单位或个人，他的终极目标是公众的利益，而不是以盈利为目的。
有一点要说明的是，不以盈利为目的并不等于说从事公益广告是亏本的，而应是持平或有盈余的。只是从事公益广告的单位或个人对于盈余不得在所有者和管理者中分配，必须用于提高公益广告的质量和数量上。
（2）观念性。公益广告诉求的是观念，以某一观念的传播，促使公众启迪、自省、关注某一社会性问题，以符合公德的社会行为为准则，规范行为并身体力行以形成社会良好风尚，或支持某种社会事业。它传播的是精神形态的观念，而不是物质形态的商品。
。公益广告面对的是社会公众。这表明，公益广告不同于（3）受众的广泛性受众的广泛性。
商业广告，它不是为某个企业的产品树形象、打知名度，而是为社会大众谋利，为公众切身利益服务的广告。创作者是站在社会公众角度去创造启迪，而不是针对某一特殊群体。公益广告就是要针对社会公众的特点和心态，反映公众的意愿和呼声，反映公众普遍关注的社会问题。公益广告期待尽可能多的公众目光，受众的范围越大越好。
。做公益广告的原动力是高度的社会责任感，谁做公（4）利他主义的自觉性利他主义的自觉性。
益广告谁付费，公众可从中感知公共事业心。公益广告的费用由广告人自行、自愿承担，广告主有充分的自主权决定是否参与公益广告。公益广告表现了利他主义精神。它是与助人为乐的无私奉献相联系的，是人类的同情心、爱心、责任感等美德的彰显，是社会伦理道德走向和谐，个人智慧趋向成熟的标志。对于那些自愿资助公益广告的个人或团体，社会应给予鼓励和支持。
随着中国老龄化社会的逐渐到来,中国农村出现了留守老人,他们年轻时把自己人生美丽的韶光献给了中国农村,由于种种原因,他们选择了留守农村,由此产生了一系列问题:负担重,收入低;精神生活单调;家庭氛围缺失;医疗问题突出;安全隐患多等。
农村留守老人面临的困难与问题
随着子女纷纷外出务工，农村留守老人群体的不断扩大，带来的一系列社会问题不容忽视，主要表现在：
1、经济收入低，生活质量差。目前除部分享受低保的户有得到扶助外，绝大部分农村老年人没有养老保障。农村留守老人的经济来源主要依靠自己劳动所得和子女贴补。随着孝道观念的不断淡化及子女在外务工谋生压力加大，子女贴补缺乏稳定性，农村老人的经济收入更是少得可怜，由于无经济来源，三餐基本的油、盐、柴都无法保证；吃的菜大多数是左邻右舍的乡亲送的；炊事用燃料有的是烧废旧木料，生活很是艰难。
，安全隐患多。由于子女不在身边，日常生活的一些小事，2、生活缺少照料生活缺少照料，安全隐患多。
诸如理发、换电灯泡等都成为难题。特别是老人身体不好，需要子女陪同上医院看病治疗时，子女不在身边，老人更是觉得孤苦无靠，感到很失落。有的老人生病了，连饭都做不了，想哭旁边连一个听的人也没有。此外，老年人发病往往具有突然性，家中无人或抢救不及时，可能会错过治疗时机，导致严重后果。随着年事渐高，一些农村老人记忆力下降，有的行动不便或身有残疾，一些日常生活行为都有可能留下安全隐患，甚至导致悲剧。
3、对隔代教育造成心理负担重。如果单从照顾孙辈的生活起居方面而言，只是增加老人的生活压力，增加劳动强度。但对小孩教育方面心理负担更重，主要因为农村老年人大多数识字不多，无法辅导小孩的学习，担心学习成绩差。其次目前农村交通、通讯得到迅速改善，电视、网吧到处有，孩子在外的时间长，担心发生一些意想不到的事情。老年人总觉得管理小孩力不从心。
4、精神缺少慰藉。人老了有喜静的一面，但人老了最怕孤独。农村老人过
惯了苦日子，对物质生活往往无过高的奢求，因此来自子女的精神慰籍是老人身心健康必不可少的主要来源之一。由于子女不在身边，农村老人大多过着“出门一孤影，进门一盏灯”的寂寞生活，这很容易使他们感到孤独。特别是独居老人感到有心里话没处述说，有时间没事打发，很可能出现抑郁症状，觉得生活没有意思，严重的会产生自杀的念头。另外，农村精神文化生活比较单调，老人大多是“蹲墙根、找树阴、聊聊天”，在家庭外边也难以找到精神寄托。
解决农村留守老人问题的建议与对策
1、发挥主观能动性，做积极参与社会的主人。农村留守老人自身要注意调节好心态，增强心理上的自立程度；生活上，锻炼自己的自立能力；并且注意锻炼身体，养成良好的生活习惯；并保持勤学好问的习惯，不断学习新事物，跟上时代步伐。积极寻找精神寄托，充实新的生活内容。寻找精神寄托的方式有许多，如：和邻居聊聊天，下下棋；参加村里的公益事业活动，帮助村里做些力所能及的工作，加入计生协会会员，帮忙做育龄人群的计生工作，把自己融入社会之中。
2、强化尊老、爱老、养老、敬老的宣传教育。在农村社会化养老机制尚未形成之前，传统式家庭化养老仍是农村养老的唯一形式。尊老爱老是中华民族的传统美德，要加强农村年轻人的孝道教育，对在敬老爱老等方面做得较好的年轻人应予以弘扬表彰，对歧视、排斥老人等行为给予曝光、鞭达。架起亲情时时沟通的桥梁，在外子女要经常与自己父母保持联系，按时给老人寄钱送物。家中大事多征求父母意见，即使没有事也要经常与老人通通话，加强彼此之间的沟通与联系。
3、逐步建立农村老年人自愿者服务队。为留守老人提供诸如理发、环境卫生清理、房屋修缮等日常服务，可由民政或共青团、妇联等部门组织牵头，尽可能在各乡镇都成立农村老年人自愿者服务队，建立一支常年服务的队伍，以缓解留守老人存在的困难。
4、完善农村医疗保险制度。农村留守老人大多数身体虚弱，小病不断，门诊费用大。按照目前农村医疗保险规定，只有住院才能报销，且报销比例较低。因此要在逐步提高住院费报销比例的同时，对60岁以上的农村参保老人门诊费给出报销标准，以减轻这部分弱势群体医疗费用。
5、逐步建立农村养老制度，为农村留守老人提供生活保障。首先是扩大农村最低生活保障范围，把符合条件的农村老人全部纳入最低生活保障范围，从经济上保证老年人达到基本生活水平。其次是鼓励企业、个体老板捐资设立老年人基金，对需要帮助的老人给予扶持。
6、兴办农村养老福利事业，走家庭化养老与社会化养老相结合之路。有条件的地方，可由乡、村组织牵头，通过招商引资、当地能人投资等多渠道的办法兴办养老院、托老所等，建立一个温暖的大家庭。如成立农村老年人休闲活动中心、老年人互助协会等，让老年人重新找到归属感。在老年人组织内部，可实施老年人互助机制，低龄老人为高龄老人义务服务，把义务服务的时间进行累积并
建档，等将来自己需要这方面服务时，可以免费享用所累积的服务时间。并逐步将农村老年人福利事业引向市场，对于年龄较大的留守老人，可以考虑由其子女出部分钱，搬进托老所，进行社会化养老，促进诸如个别留守老人无人管等问题的解决。
留守老人的难题若得不到解决，将会影响到他们的晚年生活与身体健康，在外打工的子女也难以安心。要真正破解留守老人面临的问题，需要政府、社会各界给予更多的关怀和支持。农村有农村的优势，政府可在发展农业生产上找出路，加大对农村的财力与科技投入，让更多有知识、有文化、有技术的劳动力留在农村，进行农业开发，使他们在农村有钱可赚，既不影响致富，也能照应老人。
综上所述：公益广告能够更好的解决留守老人面临的一些问题，我也希望所有人应该多关注、关心、关爱留守老人，多给他们一点帮助，多给他们一点爱心，让他们不再感到寂寞，不再感到孤单，安享晚年！PSAs-focusonstayingfortheelderly
Abstract:WiththegradualarrivaloftheagingsocietyinChina,China'sruralareasstayfortheelderly,whentheywereyoungbeautifullifeAkimitsudedicatedtoruralChina,forvariousreasons,theychosetostayinruralareas,thusresultinginaseriesTheproblem:Theheavyburdenonlowincome;thespiritoflifeismonotonous;theabsenceofafamilyatmosphere;medicalproblems;moresecurityrisks.Therefore,weshouldtopayattentiontothosestayingfortheelderly,andmoreattention,care,lovethem!
Keywords:advertising,publicserviceads,stayelderly
Theconceptofpublicserviceads:
Thepublicwelfarecanbeunderstoodasthepublicinterest.
Aconcepttoconvey,iturgedthepublictofocusonasocialissueinthepublicinterestcriteriatoregulatetheirownbehavior,supportoradvocatethecauseofsomekindofsocialorsocialpractice.
Theinitiatorofthepublicserviceadstoinvesttimeandfinancialresourcestoawideaudiencethroughthemassmediatoconveyideasoropinionsinfavorofsocialpublicinterest.
Theroleofpublicserviceadvertisements.
Themediaisinfactapropagandatooltoteachpeopleavarietyofvalues
andcodesofconduct,andguidepeopletoacceptthenewwayoflife,thepeopleintothemediamadethesocialsystem.Inthemanufacturingprocessoftheidentity,publicserviceadvertisingisthemostrealistic,mostdirect,mostagingway.
Alongtime,publicserviceadshavebeenusedasaddressdifferentsocialproblems,andurgedthepublictooneofthemeansofsocialchangemovementinconjunctionwiththerightattitudesandbehavior,itisapowerfultoolforsocialmarketing.Theterm
transformations,specificallyreferringtothedesign,implementationandcontrolofthe
reformmovement,toachieveacceptanceofthepurposetoimproveasocialideaorpracticeinoneormoretargetrecipientgroups.
PSAshavethefollowingcharacteristics:
(1)non-profit.Publicserviceadsforthepurposeofmanandsociety,betweenmanandnaturedevelopment,enhancesocialprotectionandgroupaccomplishmentforthepurposeofpromotingthedevelopmentofsociety.Emphasisonsocialbenefits.
Commercialsentirelyforprofitcomparedtothestartingpoint,publicadvertisingisanon-profit.Anyunitsorindividualsengagedinpublicserviceads,andhisultimategoalisthepublicinterest,ratherthanintermsofprofitsforthepurpose.
Thepointtonoteis,notforprofitdoesnotmeanthatengageinpublicserviceadsataloss,butshouldbethesameorasurplus.Onlytheunitsengagedinpublicserviceadsorpersonalsurplusshallbeallocatedintheownersandmanagers,mustbeusedtoimprovethequalityandquantityofpublicserviceads.
(2)conceptual.Thedemandsofpublicserviceadvertisingistheconceptofthespreadofaparticularconcept,promotepublicenlightenmentandself-examination,focusonasocialissue,inlinewithpublicmorals,socialbehaviorasthenorm,theirregularitiesandtakeactiontoformagoodsocial,orsupportsomesocial
undertakings.Itspreadthespiritoftheconceptofform,theformratherthanmaterialgoods.
(3)thebreadthoftheaudience.PSAsfacethepublic.Thissuggeststhatpublicserviceadsaredifferentfromthecommercials,itisnottheproductofacorporateimagebuilding,namerecognition,butforthebenefitofthecommunity,thevital
interestsoftheadvertisingforthepublic.Thecreatorsarestandinginthepublicpointofviewtocreateinspiration,ratherthanaparticulargroup.PSAsistoreflectthe
public'swillandvoiceofthepublicthefeaturesandstateofmind,toreflectthesocialissuesofcommonconcerntothepublic.Thepublicserviceadstolookforwardtoasmuchaspossiblethepubliceye,thegreaterthescopeoftheaudiencethebetter.
(4)altruismconsciousness.Todopublicserviceads,thedrivingforcebehindthehighdegreeofsocialresponsibility,whopaystodopublicserviceads,andthepublicfromtheperceptionofthepublicdedication.Thecostofpublicservice
advertisementsbyadvertisingontheirown,voluntarilyassumed,advertisershavefullautonomytodecidewhethertoparticipateinpublicserviceads.ThePSAs
performancealtruism.Itislinkedtotheselflessdedicationandhelpfulness,isthemanifestationofthehumanvirtuesofcompassion,love,responsibility,socialethicstowardharmony,wisdomtendstoasignofmaturity.Forthoseindividualsorgroupsofvoluntaryfinancingofpublicserviceads,thecommunityshouldbeencouragedandsupported.
WiththegradualarrivaloftheagingsocietyinChina,ruralChina,stayfortheelderly,whentheywereyoungbeautifullifeAkimitsudedicatedtoruralChina,forvariousreasons,theychosetostayinruralareas,resultingaseriesofquestions:heavyburdenonlowincome;thespiritoflifeismonotonous;lackoffamilyatmosphere;medicalproblems;moresecurityrisks.
AgeingParentsinruralareasfacingdifficultiesandproblems
Migrantchildrenhaveleftinruralareastheelderlygroupcontinuestoexpand,to
bringaseriesofsocialproblemscannotbeignored,mainlyin:
Alowincome,poorqualityoflife.Inadditiontopartofthehouseholdtoenjoylowtogettheassist,thevastmajorityoftheruralelderlyold-agesecurity.Themainsourceofincomeoftheelderlyleftbehindinruralareasrelyontheirlaborincomeand
childrensupplement.Withfilialpietycontinuestodiluteandchildrenoutsideworkerstoearnalivingincreasingpressureonchildrentosupplementthelackofstability,theeconomicincomeoftheruralelderlyismeager,becausenosourceofincome,threemealsabasicoil,salt,firewoodcannotguarantee;thefoodtheyeatmostoftheneighbors,thefolkssent;someburningwastewoodforcookingfuel,lifewasverydifficult.
Lifethelackofcare,securityandmore.Becausechildrenarenotaround,thelittlethingsofeverydaylife,suchasBarber,tochangealightbulbandsobecomea
problem.Especiallytheelderlyinpoorhealth,children,accompaniedbythehospitaldoctortreatment,childrenarenotaround,theelderlyfeellonelywithoutrelyingonandamlost.Someelderlysick,andevenhavetodonotcrynexttoevenlisten.Inaddition,theincidenceofelderlytendtohaveasudden,nooneathomeorrescueisnottimely,andmaymissthetimingoftreatment,leadingtoseriousconsequences.Theheiroftheruralelderlymemorydecline,somemobilityorphysicaldisability,someoftheactivitiesofdailylivingarelikelytoleavethesecurityrisks,andevenleadtotragedy.
3,thepsychologicalburdenofinter-generationaleducation.Fromthecareofthedailylifeofgrandchildren,onlyincreasedthepressureoflifeoftheelderly,increasingthelaborintensity.Heavierpsychologicalburdenofachild'seducation,mainlybecausethemajorityoftheruralelderlylowlevelsofliteracy,fromhelpingchildrenlearntoworryaboutthepooracademicperformance.Followedbythecurrentrural
transportation,communicationimprovedrapidly,television,Internetcafeseverywhere,thechildoutsideforalongtime,worriedthatsomethingunexpectedoccurs.Theolderpeoplealwaysfeelinadequatemanagementofchildren.
4,thespiritofthelackofcomfort.Oldpregnantquietside,butolderpeoplearemostafraidofloneliness.Theruralelderlyhasbeenusedtothebitternessofthemateriallifeisoftentoohighluxury,sothespiritofthechild'scomfortisthemainsourceofelderlymentalandphysicalhealthisessential.Childrenarenotaround,theruralelderlyaremostlylivingoutaGuying,thedoorofalamp,
truthandnoplacetotell,thereisnothingtopass,islikelytoshowsignsofdepression,Ifeellifeismeaninglessandwillhaveseriousthoughtsofsuicide.Additionally,thespiritualandculturallifeinruralareasisrathermonotonous,theelderlyaremostlysquattingfootofthewalltofindtheshadeofatree,achat,
Suggestionsandcountermeasurestosolvetheleftbehindtheproblemoftheelderlyinruralareas
Asubjectiveinitiative,doactivelyparticipateinthemastersofsociety.AgeingParentsinruralareastopayattentiontoadjusttheirattitudeandenhancethe
psychologicalself-reliance;life,exercisetheirownself-reliance;andpayattentionto
exerciseanddevelopgoodhabits;andinquisitivehabits,constantlylearningnewthingskeepupthepace.Activelylookingforspiritualsustenance,andtoaddnewcontent.Lookingforspiritualway,suchas:chatwithneighbors,agameofchess;toparticipateinpublicwelfareactivitiesofthevillagetohelpthevillagetodowhateverwork,tojointhefamilyplanningassociationmemberstohelptheplanningworkofchildbearingagepopulation,tointegrateitselfintothesociety.
2,tostrengthenrespectfortheold,lovetheold,old-age,respectingthepublicityandeducation.Beforeruralsocialpensionhasnotbeenestablished,traditionalfamilyendowmentisstilltheonlyformofruralold-age.RespectandcareisalwaysthetraditionalChinesevirtues,tostrengthentheeducationofruralyoungpeople'sfilialpietyshouldbedoneabetterjobofrespectingandlovingtheotheraspectsofyoungpeopletopromotetherecognitionofactsofdiscrimination,exclusionoftheelderlytogiveexposure,whipup.Setupfamilytimetotimeabridgeofcommunicationtotheoutside,childrenshouldalwayskeepintouchwiththeirownparents,timetosendmoneytosendmaterialtotheelderly.Homeeventstoconsultwiththeparents'opinion,evenifthingshavealwaysbeenwiththeelderlythroughthecallto
strengthencommunicationandcontactbetweenthem.
3,thegradualestablishmentoftheruralelderlyvolunteerserviceteams.StayfortheelderlysuchasBarber,environmentalsanitationcleaning,housingrepairsandotherroutineservices,ledbytheHomeortheCommunistYouthLeague,women's
federationsandothersectororganizations,asfaraspossibleinalltownshipshavesetupaserviceteamoftheruralelderlyvolunteers,setuptheteamofayear-roundservicetoeasethedifficultiesofstayfortheelderly.
4,improvetheruralmedicalinsurancesystem.Mostofruralleft-behindelderlyfrail,minorillnesscontinued,patientcharges.Inaccordancewiththeprovisionsofthecurrentruralhealthinsurance,theonlyhospitalinordertobereimbursed,andlowerreimbursement.Tograduallyincreasethereimbursementofhospitalexpenses,giventheruralinsurancefortheelderlyovertheageof60patientfeereimbursementstandard,inordertoreducethemedicalcostsofthispartofthevulnerablegroups.5,andgraduallyestablishapensionsysteminruralareas,toprovidesecurityforAgeingParentsinruralareas.Thefirstistoexpandthecoverageofruralminimumlivingstandard,tomeettheconditionsoftheruralelderlyincludealltheminimumlivingguaranteerangefromtheeconomytoensurethattheelderlymeetthebasicstandardofliving.Encourageenterprisesandindividualsbossdonatedtothe
establishmentoftheelderlyfund,togivesupporttotheelderlyinneedofhelp.6,tosetuparuralold-agewelfare,taketheroadoffamilypensionandthesocialpension.Areaswhereconditionspermit,bytheTownshipandvillageorganizations,ledbythemulti-channelapproachtoinvestment,localhotshotsinvestmenttosetupnursinghomes,daycarecenter,theestablishmentofawarmfamily.Suchasthe
establishmentoftheruralelderlyandleisureactivitycenter,theelderly,theMutualAidAssociation,toallowtheelderlytorediscoverasenseofbelonging.Inolderpeoplewithintheorganization,implementationoftheelderlyandmutualassistancemechanismyoungerelderlyservicesfortheoldestoldobligations,theobligationsofservicetimeaccumulatedandarchiving,theyneedthisservice,youcanenjoyfree
yearsofservicetime.Welfareoftheruralelderlyandgraduallyintothemarket,
AgeingParentsofolder,canbeconsideredbytheirchildrenoutofthemoneymovedintothedaycarecenter,asocialpension,andpromotetosolveproblemssuchasnocontrolofindividualAgeingParents.
Theelderlyleftbehindproblemsarenotresolved,willaffecttheirlaterlifeandhealthofchildrenworkingoutsideyourmindatease.Toreallycracktheproblemsfacingstayfortheelderly,needthegovernmentandthecommunitytogivemorecareandsupport.Ruralareashavetheadvantageofruralareas,theGovernmentcanfindawayinthedevelopmentofagriculturalproduction,increaseruralfinancialinvestmentinscienceandtechnology,sothatmoreknowledge,culture,skilledlaborforcetostayintheruralandagriculturaldevelopment,sothattheymoneytobemadeinruralareaswillnotaffecttherichcantakecareoftheelderly.
Summary:publicserviceadsarebetterabletosolvesomeoftheissuesfacingstayfortheelderly,Ialsohopethatallpeopleshouldpaymoreattention,care,carestayfortheelderly,togivethemalittlehelp,givethemalittlelove,sothattheynolongerfeellonely,nolongerfeelaloneintheiroldage!