南京交通职业技术学院
公益广告—关注留守老人
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19xx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：
（1）非盈利性。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。
（3）受众的广泛性。公益广告面对的是社会公众。这表明，公益广告不同于 1 电子信息工程系 0947211 马飞
南京交通职业技术学院 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。
（4）利他主义的自觉性。做公益广告的原动力是高度的社会责任感，谁做公益广告谁付费，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。
2、生活缺少照料，安全隐患多。由于子女不在身边，日常生活的一些小事，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 2 电子信息工程系 0947211 马飞
南京交通职业技术学院 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 3 电子信息工程系 0947211 马飞
南京交通职业技术学院 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 - focus on staying for the elderly
Abstract: With the gradual arrival of the aging society in China, China's rural areas stay for the elderly, when they were young beautiful life Akimitsu dedicated to rural China, for various reasons, they chose to stay in rural areas, thus resulting in a series The problem: The heavy burden on low income; the spirit of life is monotonous; the absence of a family atmosphere; medical problems; more security risks. Therefore, we should to pay attention to those staying for the elderly, and more attention, care, love them!
Keywords: advertising, public service ads, stay elderly
The concept of public service ads:
The public welfare can be understood as the public interest.
A concept to convey, it urged the public to focus on a social issue in the public interest criteria to regulate their own behavior, support or advocate the cause of some kind of social or social practice.
The initiator of the public service ads to invest time and financial resources to a wide audience through the mass media to convey ideas or opinions in favor of social public interest.
The role of public service advertisements.
The media is in fact a propaganda tool to teach people a variety of values and codes of conduct, and guide people to accept the new way of life, the people into the media made the social system. In the manufacturing process of the identity, public service advertising is the most realistic, most direct, most aging way.
A long time, public service ads have been used as address different social problems, and urged the public to one of the means of social change movement in conjunction with the right attitudes and behavior, it is a powerful tool for social marketing. The term "social marketing" first appeared in 1971, was the use of marketing principles and techniques of advocacy of any social movement, ideas or behavior. Since then, the meaning of the term gradually evolved the scientific management of social
transformations, specifically referring to the design, implementation and control of the 4 电子信息工程系 0947211 马飞
南京交通职业技术学院 reform movement, to achieve acceptance of the purpose to improve a social idea or practice in one or more target recipient groups .
PSAs have the following characteristics:
(1) non-profit. Public service ads for the purpose of man and society, between man and nature development, enhance social protection and group accomplishment for the purpose of promoting the development of society. Emphasis on social benefits.
Commercials entirely for profit compared to the starting point, public advertising is a non-profit. Any units or individuals engaged in public service ads, and his ultimate goal is the public interest, rather than in terms of profits for the purpose.
The point to note is, not for profit does not mean that engage in public service ads at a loss, but should be the same or a surplus. Only the units engaged in public service ads or personal surplus shall be allocated in the owners and managers, must be used to improve the quality and quantity of public service ads.
(2) conceptual. The demands of public service advertising is the concept of the spread of a particular concept, promote public enlightenment and self-examination, focus on a social issue, in line with public morals, social behavior as the norm, the irregularities and take action to form a good social, or support some social
undertakings. It spread the spirit of the concept of form, the form rather than material goods.
(3) the breadth of the audience. PSAs face the public. This suggests that public service ads are different from the commercials, it is not the product of a corporate image building, name recognition, but for the benefit of the community, the vital
interests of the advertising for the public. The creators are standing in the public point of view to create inspiration, rather than a particular group. PSAs is to reflect the
public's will and voice of the public the features and state of mind, to reflect the social issues of common concern to the public. The public service ads to look forward to as much as possible the public eye, the greater the scope of the audience the better.
(4) altruism consciousness. To do public service ads, the driving force behind the high degree of social responsibility, who pays to do public service ads, and the public from the perception of the public dedication. The cost of public service
advertisements by advertising on their own, voluntarily assumed, advertisers have full autonomy to decide whether to participate in public service ads. The PSAs
performance altruism. It is linked to the selfless dedication and helpfulness, is the manifestation of the human virtues of compassion, love, responsibility, social ethics toward harmony, wisdom tends to a sign of maturity. For those individuals or groups of voluntary financing of public service ads, the community should be encouraged and supported.
With the gradual arrival of the aging society in China, rural China, stay for the elderly, when they were young beautiful life Akimitsu dedicated to rural China, for various reasons, they chose to stay in rural areas, resulting a series of questions: heavy burden on low income; the spirit of life is monotonous; lack of family atmosphere; medical problems; more security risks.
Ageing Parents in rural areas facing difficulties and problems
Migrant children have left in rural areas the elderly group continues to expand, to 5 电子信息工程系 0947211 马飞
南京交通职业技术学院 bring a series of social problems can not be ignored, mainly in:
A low income, poor quality of life. In addition to part of the household to enjoy low to get the assist, the vast majority of the rural elderly old-age security. The main source of income of the elderly left behind in rural areas rely on their labor income and
children supplement. With filial piety continues to dilute and children outside workers to earn a living increasing pressure on children to supplement the lack of stability, the economic income of the rural elderly is meager, because no source of income, three meals a basic oil, salt, firewood can not guarantee ; the food they eat most of the neighbors, the folks sent; some burning waste wood for cooking fuel, life was very difficult.
Life the lack of care, security and more. Because children are not around, the little things of everyday life, such as Barber, to change a light bulb and so become a
problem. Especially the elderly in poor health, children, accompanied by the hospital doctor treatment, children are not around, the elderly feel lonely without relying on and am lost. Some elderly sick, and even have to do not cry next to even listen. In addition, the incidence of elderly tend to have a sudden, no one at home or rescue is not timely, and may miss the timing of treatment, leading to serious consequences. The heir of the rural elderly memory decline, some mobility or physical disability, some of the activities of daily living are likely to leave the security risks, and even lead to tragedy.
3, the psychological burden of inter-generational education. From the care of the daily life of grandchildren, only increased the pressure of life of the elderly, increasing the labor intensity. Heavier psychological burden of a child's education, mainly because the majority of the rural elderly low levels of literacy, from helping children learn to worry about the poor academic performance. Followed by the current rural
transportation, communication improved rapidly, television, Internet cafes everywhere, the child outside for a long time, worried that something unexpected occurs. The older people always feel inadequate management of children.
4, the spirit of the lack of comfort. Old pregnant quiet side, but older people are most afraid of loneliness. The rural elderly has been used to the bitterness of the material life is often too high luxury, so the spirit of the child's comfort is the main source of elderly mental and physical health is essential. Children are not around, the rural elderly are mostly living out a Guying, the door of a lamp, "the lonely life, it is very easy to make them feel lonely. In particular, elderly people living alone feel there is
truth and no place to tell, there is nothing to pass, is likely to show signs of depression, I feel life is meaningless and will have serious thoughts of suicide. Additionally, the spiritual and cultural life in rural areas is rather monotonous, the elderly are mostly squatting foot of the wall to find the shade of a tree, a chat, "it is difficult to find spiritual sustenance in the family outside.
Suggestions and countermeasures to solve the left behind the problem of the elderly in rural areas
A subjective initiative, do actively participate in the masters of society. Ageing Parents in rural areas to pay attention to adjust their attitude and enhance the
psychological self-reliance; life, exercise their own self-reliance; and pay attention to 6 电子信息工程系 0947211 马飞
南京交通职业技术学院 exercise and develop good habits; and inquisitive habits, constantly learning new things keep up the pace. Actively looking for spiritual sustenance, and to add new content. Looking for spiritual way, such as: chat with neighbors, a game of chess; to participate in public welfare activities of the village to help the village to do whatever work, to join the family planning association members to help the planning work of childbearing age population, to integrate itself into the society.
2, to strengthen respect for the old, love the old, old-age, respecting the publicity and education. Before rural social pension has not been established, traditional family endowment is still the only form of rural old-age. Respect and care is always the traditional Chinese virtues, to strengthen the education of rural young people's filial piety should be done a better job of respecting and loving the other aspects of young people to promote the recognition of acts of discrimination, exclusion of the elderly to give exposure, whip up. Set up family time to time a bridge of communication to the outside, children should always keep in touch with their own parents, time to send money to send material to the elderly. Home events to consult with the parents'
opinion, even if things have always been with the elderly through the call to
strengthen communication and contact between them.
3, the gradual establishment of the rural elderly volunteer service teams. Stay for the elderly such as Barber, environmental sanitation cleaning, housing repairs and other routine services, led by the Home or the Communist Youth League, women's
federations and other sector organizations, as far as possible in all townships have set up a service team of the rural elderly volunteers, set up the team of a year-round service to ease the difficulties of stay for the elderly.
4, improve the rural medical insurance system. Most of rural left-behind elderly frail, minor illness continued, patient charges. In accordance with the provisions of the current rural health insurance, the only hospital in order to be reimbursed, and lower reimbursement. To gradually increase the reimbursement of hospital expenses, given the rural insurance for the elderly over the age of 60 patient fee reimbursement
standard, in order to reduce the medical costs of this part of the vulnerable groups. 5, and gradually establish a pension system in rural areas, to provide security for Ageing Parents in rural areas. The first is to expand the coverage of rural minimum living standard, to meet the conditions of the rural elderly include all the minimum living guarantee range from the economy to ensure that the elderly meet the basic standard of living. Encourage enterprises and individuals boss donated to the
establishment of the elderly fund, to give support to the elderly in need of help. 6, to set up a rural old-age welfare, take the road of family pension and the social pension. Areas where conditions permit, by the Township and village organizations, led by the multi-channel approach to investment, local hotshots investment to set up nursing homes, daycare center, the establishment of a warm family. Such as the
establishment of the rural elderly and leisure activity center, the elderly, the Mutual Aid Association, to allow the elderly to rediscover a sense of belonging. In older people within the organization, implementation of the elderly and mutual assistance mechanism younger elderly services for the oldest old obligations, the obligations of service time accumulated and archiving, they need this service, you can enjoy free
7 电子信息工程系 0947211 马飞
南京交通职业技术学院 years of service time. Welfare of the rural elderly and gradually into the market,
Ageing Parents of older, can be considered by their children out of the money moved into the daycare center, a social pension, and promote to solve problems such as no control of individual Ageing Parents .
The elderly left behind problems are not resolved, will affect their later life and health of children working outside your mind at ease. To really crack the problems facing stay for the elderly, need the government and the community to give more care and support. Rural areas have the advantage of rural areas, the Government can find a way in the development of agricultural production, increase rural financial investment in science and technology, so that more knowledge, culture, skilled labor force to stay in the rural and agricultural development, so that they money to be made in rural areas will not affect the rich can take care of the elderly.
Summary: public service ads are better able to solve some of the issues facing stay for the elderly, I also hope that all people should pay more attention, care, care stay for the elderly, to give them a little help, give them a little love, so that they no longer feel lonely, no longer feel alone in their old age!
8 电子信息工程系 0947211 马飞