推荐信的写作注意事项分析

国外大学常说的RL，就是Reference Letter，中文翻译过来就是推荐信。一般而言，同学们申请国外高校，需要提供两到三封推荐信。其要求要与申请者的信息相符，客观、公正。而推荐信的格式、文法也要注意，下面就给大家讲解一下。

推荐信的写作注意事项

1.常常有学生把准备好了的推荐信拿来让翻译，写的比个人陈述还长，其实这样完全没有必要。浪费时间还费力不讨好。推荐人只要就学生的特质着重突出两到三点即可。至于其它，一语带过。这样看起来有主有次，轻重分明。

2.推荐人一般都是请老师来充当。这种情况下，不用太多地提及学生平时是怎么做义工，从几岁开始会弹琴，课下有多么发奋图强争分夺秒地学习等等。因为大学老师基本都比较忙，更有很多是身兼数职的，他们根本没那么多时间去跟一个学生接触，并且去那么全面深入地了解学生。老师就是教课，更多的是从课堂上跟学生交流互动，所以建议从这里入手。一个从教多年的老师，会很快看出一个学生对学习的态度和热情，在那些方面有优势劣势。作为推荐人，所陈述的内容应该是很有针对性地去评价学生的表现，对于学生的优点长处给予热情的肯定并进行推荐，而不是平平淡淡地把学生方方面面都夸一遍。

3.有些推荐人也会是辅导员或者单位领导。对于辅导员，平时会跟学生见面较多，对于学生的生活，学习，心里等方面也比较清楚。那么在推荐时，就可以针对学生的性格，为人，或者学习工作的态度、方法从去说明学生的潜质和能力，从而进行推荐。而作为领导，肯定要从工作表现去说。比如创新，比如勤奋虚心好学等。但同时，也可以对学生在处理人际关系方面进行赞扬。因为毕竟在社会上，除了努力工作以外，与人相处也大有学问的，而出国又意味着要面对世界各国的陌生人。

以上就是关于推荐信写作的注意事项，推荐信是给国外招生官看的，所以一定不能出错，不然申请就完了。

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essay写作的基本原则

很多初到国外留学的同学们会认为essay就是句子的集合，只要把句子写好就行了，其实这是非常错误的想法。虽然一篇essay确实是由很多句子组成，但并不是堆在一起就行了，它需要一定的逻辑和原则。下面就给大家讲解一下essay写作的基本原则。

essay写作的基本原则

1.长短句原则

工作还得一张一驰呢，老让读者读长句，累死人！写一个短小精辟的句子，相反，却可以起到画龙点睛的作用。而且如果我们把短句放在段首或者段末，也可以揭示主题：

As a creature, I eat; as a man, I read. Although one action is to meet the primary need of my body and the other is to satisfy the intellectual need of mind, they are in a way quite similar.

如此可见，长短句结合，抑扬顿挫，岂不爽哉？牢记！

强烈建议：在文章第一段（开头）用一长一短，且先长后短；在文章主体部分，要先用一个短句解释主要意思，然后在阐述几个要点的时候采用先短后长的句群形式，定会让主体部分妙笔生辉！文章结尾一般用一长一短就可以了。

2.主题句原则

国有其君，家有其主，文章也要有其主。否则会给人造成“群龙无首”之感！相信各位读过一些破烂文学，故意把主体隐藏在文章之内，结果造成我们稀里糊涂！不知所云！所以奉劝各位一定要写一个主题句，放在文章的开头（保险型）或者结尾，让读者一目了然，必会平安无事！

特别提示：隐藏主体句可是要冒险的！

To begin with, you must work hard at your lessons and be fully prepared before the exam（主题句）. Without sufficient preparation, you can hardly expect to answer all the questions correctly.

3.一二三原则

领导讲话总是第一部分、第一点、第二点、第三点、第二部分、第一点…如此啰嗦。可毕竟还是条理清楚。考官们看文章也必然要通过这些关键性的“标签”来判定你的文章是否结构清楚，条理自然。破解方法很简单，只要把下面任何一组的词汇加入到你的几个要点前就清楚了。

1）first, second, third, last（不推荐，原因：俗）

2）firstly, secondly, thirdly, finally（不推荐，原因：俗）

3）the first, the second, the third, the last（不推荐，原因：俗）

4）in the first place, in the second place, in the third place, lastly（不推荐，原因：俗）

5）to begin with, then, furthermore, finally（强烈推荐）

6）to start with, next, in addition, finally（强烈推荐）

7）first and foremost, besides, last but not least（强烈推荐）

8）most important of all, moreover, finally

9）on the one hand, on the other hand（适用于两点的情况）

10）for one thing, for another thing（适用于两点的情况）

4.短语优先原则

写作时，尤其是在考试时，如果使用短语，有两个好处：其一、用短语会使文章增加亮点，如果老师们看到你的文章太简单，看不到一个自己不认识的短语，必然会看你低一等。相反，如果发现亮点—精彩的短语，那么你的文章定会得高分了。其二、关键时刻思维短路，只有凑字数，怎么办？用短语是一个办法！比如：

I cannot bear it.

可以用短语表达：I cannot put up with it.

I want it.

可以用短语表达：I am looking forward to it.

这样字数明显增加，表达也更准确。

5.多实少虚原则

原因很简单，写文章还是应该写一些实际的东西，不要空话连篇。这就要求一定要多用实词，少用虚词。我这里所说的虚词就是指那些比较大的词。比如我们说一个很好的时候，不应该之说nice这样空洞的词，应该使用一些诸如generous, humorous, interesting, smart, gentle, warm-hearted, hospital 之类的形象词。再比如：

走出房间，general的词是：walk out of the room

但是小偷走出房间应该说：slip out of the room

小姐走出房间应该说：sail out of the room

小孩走出房间应该说：dance out of the room

老人走出房间应该说：stagger out of the room

所以多用实词，少用虚词，文章将会大放异彩！

6.多变句式原则

1）加法（串联）

都希望写下很长的句子，像个老外似的，可就是怕写错，怎么办，最保险的写长句的方法就是这些，可以在任何句子之间加and, 但最好是前后的句子又先后关系或者并列关系。比如说：

I enjoy music and he is fond of playing guitar.

如果是二者并列的，我们可以用一个超级句式：

Not only the fur coat is soft, but it is also warm.

其它的短语可以用：

besides, furthermore, likewise, moreover

2）转折（拐弯抹角）

批评某人缺点的时候，我们总习惯先拐弯抹角说说他的优点，然后转入正题，再说缺点，这种方式虽然阴险了点，可毕竟还比较容易让人接受。所以呢，我们说话的时候，只要在要点之前先来点废话，注意二者之间用个专这次就够了。

The car was quite old, yet it was in excellent condition.

The coat was thin, but it was warm.

更多的短语：

despite that, still, however, nevertheless, in spite of, despite, notwithstanding

3）因果（so, so, so）

昨天在街上我看到了一个女孩，然后我主动搭讪，然后我们去咖啡厅，然后我们认识了，然后我们成为了朋友…可见，讲故事的时候我们总要追求先后顺序，先什么，后什么，所以然后这个词就变得很常见了。其实这个词表示的是先后或因果关系！

The snow began to fall, so we went home.

更多短语：

then, therefore, consequently, accordingly, hence, as a result, for this reason, so that

4）失衡句（头重脚轻，或者头轻脚重）

有些人脑袋大，身体小，或者有些人脑袋小，身体大，虽然我们不希望长成这个样子，可如果真的是这样了，也就必然会吸引别人的注意力。文章中如果出现这样的句子，就更会让考官看到你的句子与众不同。其实就是主语从句，表语从句，宾语从句的变形。

举例：This is what I can do.

Whether he can go with us or not is not sure.

同样主语、宾语、表语可以改成如下的复杂成分：

When to go, Why he goes away…

5）附加（多此一举）

如果有了老婆，总会遇到这样的情况，当你再讲某个人的时候，她会插一句说，我昨天见过他；或者说，就是某某某，如果把老婆的话插入到我们的话里面，那就是定语从句和同位语从句或者是插入语。

The man whom you met yesterday is a friend of mine.

I don’t enjoy that book you are reading.

Mr Liu, our oral English teacher, is easy-going.

其实很简单，同位语--要解释的东西删除后不影响整个句子的构成；定语从句—借用之前的关键词并且用其重新组成一个句子插入其中，但是whom or that 关键词必须要紧跟在先行词之前。

6）排比（排山倒海句）

文学作品中最吸引人的地方莫过于此，如果非要让你的文章更加精彩的话，那么我希望你引用一个个的排比句，一个个得对偶句，一个个的不定式，一个个地词，一个个的短语，如此表达将会使文章有排山倒海之势！

Whether your tastes are modern or traditional, sophisticated or simple, there is plenty in London for you.

Nowadays, energy can be obtained through various sources such as oil, coal, natural gas, solar heat, the wind and ocean tides.

We have got to study hard, to enlarge our scope of knowledge, to realize our potentials and to pay for our life. （气势恢宏）

要想写出如此气势恢宏的句子非用排比不可！

7.挑战极限原则

既然十挑战极限，必然是比较难的，但是并非不可攀！

原理：在学生的文章中，很少发现诸如独立主格的句子，其实也很简单，只要花上5分钟的时间看看就可以领会，它就是分词的一种特殊形式，分词要求主语一致，而独立主格则不然。比如：

The weather being fine, a large number of people went to climb the Western Hills.

Africa is the second largest continent, its size being about three times that of China.

以上就是关于essay写作的七大原则，同学们在写作essay时一定要遵循这些原则，不然essay是拿不到高分的。

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paper代写-Information construction of human resource management

下面为大家整理一篇优秀的paper代写范文- Information construction of human resource management，供大家参考学习，这篇论文讨论了人力资源管理的信息化建设。大数据时代，各个行业都实现了数字化和网络化，人力资源部门也是如此。企业人力资源信息化建设，能够将人员工作调动中的信息快速处理。这样就可以节省了大量的时间，从而让每天的工作效率提高。大数据时代是个快节奏的时代，企业需要在工作的方方面面都提高速度和质量，人力资源工作部门更是如此。

Under the people-oriented concept, the staff in the unit has become the focus of the unit development. Innovation is the theme of The Times, and innovation requires subjective initiative. The subjective initiative of the staff depends on the good corporate culture and the competitive salary management mode of human resources. This requires the human resources department to carry out relevant work according to the actual situation of the unit. However, the staff of the enterprise human resources department are busy dealing with the monotonous repetitive and trivial routine work, and have no time to study and study. Therefore, it is necessary to release the workers of the human resources department from the hard work through the information construction, and devote full energy to the work of the new period.

The work is not limited to the recruitment of human resources and compensation, unit of the human resource department is to analyze human resource integration, so as to improve staff efficiency, eventually form a resultant force, let the unit works carried out creative, promote construction of unit and progress. However in the past work, mainly concentrated in the work of human resources department personnel hiring and termination of the contract work, such as large enterprise staff, the work takes up most of the human resources department staff time. This makes human resources ineffective.

With the use of information technology to carry out human resources work, many computational problems can be assigned to computer processing, and the classification and integration of information will be given to digital equipment. This improves work efficiency and improves the accuracy of the data generated. Under the new situation, our country has entered the era of internationalization, the work of the human resources department should also be in line with international standards, the international advanced human resources management content with reference to our country enterprise human resources work, so as to let everyone give full play to their effectiveness, and find their own life value in the work.

In the era of big data, all industries have realized digitalization and networking, and the human resources department is also the same. It needs to keep pace with The Times and keep pace with The Times. The enterprise human resource information construction, can handle the information in the personnel work transfer quickly. This saves a lot of time. In this competitive age, time is life, money, work. By saving these hours, each worker can do more to improve their daily productivity. The era of big data is a fast-paced time. Enterprises, as the key unit of national concern, need to improve their speed and quality in all aspects of their work, especially in the human resources department.

It is not so much that the pace of life is speeding up, it is that the work content of each position is enriched, so the social progress is getting better. A lot of the work of the enterprise needs to be dealt with in accordance with the rules and regulations, which will take a lot of time. Therefore, to realize the informatization of human resource management, we can speed up these tasks, skip the administrative links quickly, and put more effort into the business of doing things themselves. Thus it can be seen that the era of big data needs the enterprise human resources department to accelerate the realization of information construction.

It is also common for companies to be criticized for their human resource management. To realize the informatization of human resource management, we can let these misunderstandings be removed. In the process of informatization, the management of human resources is automatically completed by the system, which eliminates the suspicion of interference by relevant staff. The enterprise is the unit that is favored by the masses, the recruitment of human resources is more transparent in the informationization process, which enhances the credibility, but also vigorously refutes the rumors. Therefore, the informatization of human resource management is the need to demonstrate the transparency of management.

Enterprise human resources information data is very complex, the project is also very much, this makes the general human resources management software can't meet the needs of the enterprise human resources management informationization construction. So, in the work, need to incorporate a variety of software in use together, so that it can play the advantages of various software, at the same time satisfy the information need in the process of enterprise in human resources management. By giving full play to the efficiency of the software, the data processing work of all links can be carried out and completed by the computer. Therefore, the work efficiency and quality of human resource department can be greatly improved. This is the need of human resource work and the trend of working mode in big data era.

In the specific work, the enterprise human resource department should divide the content of information work into different modules so that the computer can identify and summarize different information. The classification can be taken from several aspects such as administrative affairs management, organization management, compensation and welfare management. In order to comprehensively improve the efficiency of enterprise human resource management, it is necessary to accomplish the task creatively by means of information management. Under the background of comprehensively deepening reform, the enterprise's human resource management needs to get the recruitment, performance, management trainee and other work into the right way through informatization. This can improve the transparency of human resources work, and reject the fraud of hiring and performance evaluation.

Through effective human resources management, we can analyze the information of human resources management level, so that they can distinguish basic data information management mode, on the whole data information and the strategic management will produce important role. Enterprise human resources management is the process of human resource development process, in the process of data and information management of human resources, must want to undertake strategic human resources development, in the process of the concrete implementation needs from the aspects of employee development, career planning, etc, we will actively yet prudently the establishment of information system software, so that they can to enterprise's human resources data information management in all directions. In the process of enterprise information management system of human resources data, need to the cost of human resources to conduct a comprehensive assessment, to the construction of information system, the optimization of information data to conduct a comprehensive, promoting the comprehensive control and management level of data and information, for the data and create good conditions for the strategic management of information, in the process of enterprise human resources information management, must want to undertake a comprehensive range of data information of decision management, improve the comprehensive management level of data information.

Human resource management research in China starts late, the western advanced management experience and the domestic enterprise development environment difference is bigger, a lot of theory is not suitable for our country, so a lot of enterprise human resource management function is not obvious. , for enterprise managers should strengthen the attention to the human resources informationization construction, fully understand the importance of information construction of enterprise development, human resources informationization construction in the core of enterprise development, improve the staff's emphasis on human resources, encourage human resources staff innovation management methods, to bring into full play the function of informationization in modern enterprise.

Hope that through high technology is the purpose of the informatization construction enterprises to constantly regulate their own management, to improve the working efficiency of the enterprise, eventually to promote the continuous development of enterprises, therefore, in daily operations, managers should according to their own experience and the actual situation of enterprise development, constantly promote the standardization and scientific process of enterprise management, in this way, the enterprise can be effective to survive. Secondly, for the enterprise the unreasonable regulations, managers should be determined to clamp down on any of the existence of unreasonable things will severely hampered the development of the enterprise, which is everyone don't want to see, the enterprise must make a scientific, standardized, pragmatic and efficient system, to ensure that the information construction of hard and soft environment.

To sum up, in the new period, enterprises should be built through the informatization of human resource management. O to rationalize the project and workflow of human resource management, complete mechanical tasks through computer software, and use digital equipment to deal with repetitive non-technical problems. Such a work center of gravity of the hr department will be transferred to the enterprise culture construction and reasonable configuration of human resources, so as to stimulate vitality, let the unit's each work is in the process of innovation, promote the development of the unit construction. Therefore, the staff of human resources departments should have an understanding of all kinds of software and combine their advantages so as to improve the efficiency of human resource management.

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Paper代写：Management of reverse logistics

本篇paper代写- Management of reverse logistics讨论了逆向物流的管理。电子商务中所说的逆向物流，是指消费者买到的不合格或不满意物品的返修、退换货等从消费者一方返回到电商企业方所形成的物品实体流动。对逆向物流的管理，主要目的就是为了对现有的物流模式进行改进，以降低企业和客户的物流成本并以此提高消费者的满意度。本篇paper代写由51due代写平台整理，供大家参考阅读。

In the traditional definition of reverse logistics, some scholars believe that the main point is the recycling of products, including recycling of some waste materials, maintenance and maintenance of products. The essence of it is to improve the utilization of resources and to save the production cost to the maximum extent. Based on the definition described by researchers and institutions, it can be concluded that modern reverse logistics should be market and customer? OARS sole? Objects flow from the end user to the source of the product. In general, the complete logistics system is mainly composed of forward logistics system and reverse logistics system. And reverse logistics in e-commerce, refers to the consumers to buy the unqualified or not at all satisfied with the repair and return items from the consumer side returns to the electricity companies such as article entity formed by the flow. The main purpose of the management of reverse logistics is to improve the existing logistics mode, so as to reduce the logistics cost of enterprises and customers and improve customer satisfaction.

With the rapid development of China's e-commerce, e-commerce, more and more relevant in the market, especially in March 15, 2014 formally implemented consumer rights protection law, in addition to the special goods, online shopping goods within 7 days after the arrival of the goods have no reason to return, return ratio is higher and higher.

Although return rates have soared, the reverse logistics needs urgent attention, but many companies do not care about the coordinated development of reverse logistics, still put emphasis on the website construction, product updates, faster forward logistics, such as pre-sales work, there is no specific information system to manage and deal with the return of consumers, special return logistics management, also have no, so the problem of reverse logistics in e-commerce environment is outstanding.

The lack of relevant policies and systems of e-commerce companies is one of the reasons why reverse logistics cannot be successfully implemented in e-commerce. And the reverse logistics system of enterprise is established, in the process of implementing reverse logistics, will face a lot of internal barriers, conflict of forward logistics and reverse logistics is also hinder the development of reverse logistics. In terms of external factors, the distortion of information transmission between enterprises at all levels can lead to the lack of communication and the reduction of effectiveness, which also seriously restricts the implementation of the reverse logistics management system.

In e-commerce, consumers can't see the real goods, and the understanding of the goods is totally dependent on the pictures and words provided by e-commerce enterprises on the website. In such a trading situation, for the quality of goods, e-commerce enterprises have all the information of commodities and are in absolute information superiority; Consumers are at a complete information disadvantage. This kind of serious information asymmetry is easy to cause the consumer to find the goods when receiving the goods and the online description does not match. And in the commodity distribution, transport and handling operations will exist in the process of the possibility of damage to goods produced a certain degree, such as commodities missing parts, expired, due to a commodity poorly kept metamorphism, etc. So when this happens, consumers feel that their rights are being violated and they're going to return it. But for different enterprises have different kinds of return policy, the policy has not unified return system standard, conditions, after the return of the responsibility for the return of the division of the return of payment is not made clear and unified, each enterprise, regional policy is not unified. Consumers are confused about the return policy, so consumers' rights are vulnerable and cannot be guaranteed. Causing unnecessary obstacles in the return process.

Apart from the comprehensive, alone of reverse logistics in e-commerce and their respective professional talents are not much more special, especially at home, and, because both started later than developed countries, apparently so both theoretical research and personnel training, can not meet the enterprise required high demand. Talent is an important factor in the development of enterprises, and the lack of talents will greatly affect enterprises to carry out this link. Enterprises generally have a sound system for statistical analysis of normal forward logistics, but for the reverse logistics in e-commerce, some enterprises do not know where to start. What is the flow rate of reverse logistics? How is data obtained? How does management work? This series of problems hinders the enterprise's development of reverse logistics. In addition, the enterprise while knowing by recycling the return of the goods, can understand customer needs, product defects and other issues, but as there is no this kind of experience before, so I need to start from scratch, may take detours.

The government has issued corresponding laws and regulations and encouraged measures to provide sufficient support and guarantee for enterprises to develop reverse logistics, so that enterprises have the confidence and motivation to develop reverse logistics. China's reverse logistics is still in its infancy, and relevant laws and regulations are not sound, and the interests of enterprises and consumers are not protected. This is an urgent need to government departments to seriously study the reverse logistics management system, set up as soon as possible to adapt to the development of modern reverse logistics laws and regulations, make enterprises feel the necessity of the reverse logistics system and the reliability is established. At the same time, the government should introduce a series of encouraging measures to guide and encourage enterprises to establish corresponding reverse logistics. To promote and standardize the healthy and orderly development of reverse logistics.

Have professional talents, advanced equipment, excellent management level of the third-party logistics professional logistics service provider, the application of high density logistics service network to the electronic commerce, can save the reverse logistics cost, the compression time of reverse logistics, win the competition in e-commerce market. Complex reverse logistics information, makes the third party logistics enterprise must focus on the construction of the reverse logistics system, with the aid of network system, the return of reverse logistics between consumers and businesses to proceed smoothly, and let all parties are satisfied.

In e-commerce, a lot of people buy the same item and buy two pieces, and then buy the return insurance to avoid because the size makes the goods unsuitable for themselves. Therefore, enterprises should realize the importance of reverse logistics. In particular, they can strengthen the reverse logistics business processing capability in the background of their e-commerce platform. Reverse logistics information system is used to collect and manage reverse logistics business, and feedback information to enterprises and improve customer service quality. Enterprise must, in the reverse logistics information management platform, which is the core of the advances the strategy of enterprise informatization, in take the enterprise reverse logistics information through the network at the same time, the enhancement enterprise will integrate large-scale discretization of the reverse logistics tasks, and tasks assigned to each operation department of enterprise logistics system, realizes the enterprise reverse logistics information platform and operation system of power consolidation. The company also needs to equip the team with in-vehicle positioning information system so that the company can deploy the vehicles to cope with the sudden transportation task. Specifically, the enterprise reverse logistics information system should have large-scale logistics information acquisition and intelligent transportation task decision support functions, and to provide real-time tracking of the reverse logistics products and timely logistics service, effectively meet the reverse logistics needs of customers. Enterprise can also through the reverse logistics of e-commerce platform to optimize the reverse logistics network route path, the emergency vehicle scheduling scheme, the reverse logistics distribution centers location of goods such as work, to ensure implementation of the overall optimization of the reverse logistics system goal

So-called VR technology is a kind of can create and experience the virtual world of computer simulation system which USES computer to generate a simulation environment is a kind of multi-source information fusion and interactive 3 d dynamic visual and physical behavior of the system simulation users immersed into the environment. Therefore, virtual reality technology is used to generate interactive 3d shopping environment using computer graphics system and auxiliary sensors. Break through time and space restrictions, really realize the shopping malls everywhere, all kinds of goods to try. If this technology is implemented, it will certainly reduce the return of information caused by information asymmetry. But the sense of vertigo has always been the biggest obstacle to the popularity of virtual reality. So solving the problem of vertigo has always been the biggest challenge of VR technology. However, it is undeniable that VR technology will become more and more popular in the coming years, and the technology will become more and more mature, and the role of the solution to the return of e-commerce will become more obvious.

With the development of electronic commerce, reverse logistics is inevitable, and it is necessary to bring about the important link. Our country electronic commerce and modern return reverse logistics is still at the primary stage, compared with foreign developed the reverse logistics, the market standard, management system, technical level has certain gap. China's e-commerce enterprises must pay more attention to the reverse logistics management of e-commerce market, in the current macro environment, can draw lessons from foreign advanced return reverse logistics management methods, combined with its own economic and technological strength, and improve the return reverse logistics management system. Reverse logistics enterprises should not only continuously grope for development, the government will earnestly study and formulate relevant laws and regulations of the reverse logistics management, e-commerce market for the necessary and effective specification, building perfect information communication platform, make each key of reverse logistics information sharing and communication in time, promote the healthy development of China's e-commerce trading industry.

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Essay代写：Popular science television advertising

下面为大家整理一篇优秀的essay代写范文- Popular science television advertising，供大家参考学习，这篇论文讨论了科普电视广告。科普电视广告，即指通过电视广告的形式向公众传递科学知识、方法、思想和精神的宣传手段，属于非商业性电视广告一类，即公益性电视广告一类。其主要目的是为了普及科学知识、倡导科学方法、传播科学思想、弘扬科学精神，有助于启迪智慧，激励人们喜爱科学。

Advertising refers to the means of disseminating information widely and widely to the public through a certain form of media for a specific need. It is classified into two categories: commercial and non-commercial. Popular science television advertising which relay to the public through television advertising in the form of scientific knowledge, scientific method, scientific thought and scientific spirit of propaganda, belong to noncommercial1 television advertising category, namely, public television advertising category. Its main purpose is to popularize scientific knowledge, advocate scientific methods, disseminate scientific ideas and promote scientific spirit, which will help enlighten wisdom and inspire people to love science, science and science.

China is now in the theoretical research in the field of popular science television advertising is not yet mature, has yet to form a special TV advertising or science researching field of public service ads, and popular science advertising related research also mainly consist in the traditional public service ads research field. However, in practice, the number of popular science television ads that have been successfully produced and released is relatively small, and the popularization of public service advertisements is not strong. In 2014, Shanghai hosted a public service advertising competition, and changzhou also tried to put four so-called popular science TV advertisements on its local TV stations. But these entries or drop of popular science television ads are serious problems: the specifications do not accord with standard of TV advertising, single is currently China's more mainstream television advertising time about 5 s, 10 s and 15 s three, while the present popular science television advertising time basic not standard, some even for several minutes, don't have the TV on. Many of its entries and works are not very popular. It is often just a generalization of a certain scientific way of life, such as "protecting water resources" and "classifying rubbish", but without sufficient explanation or explanation in advertisements. Therefore, it does not really reach the scientific knowledge of popular science television advertising, advocate scientific methods, and inspire people to love science, science and science.

According to the 2010 national citizen science quality survey, the proportion of Chinese citizens with basic scientific quality is 3.27 percent, which is to reach 5 percent in 2015. In 2005, Britain, France, Germany and the United States reached 14.1%, 17%, 18% and 27.9%. It can be seen that the gap between science popularization in China and developed countries in Europe and America is very obvious. At the same time, with the continuous improvement of the degree of scientific and technological specialization and the increasing influence of science and technology on the public life, the demand of the state and the public for science popularization is also becoming more and more. It is imperative to use various effective ways to promote scientific communication, improve science popularization and improve citizen science quality.

Compared with the investment of foreign TV programs in science programs, China's start in this field is not too late. As of 2010, China has 77 science and education channels at the central, provincial and municipal levels. In terms of ratings, in 2010, China watched 171 minutes of TV per person per day, compared with just five minutes for science and education channels. It is the decline of the quality of popular science programs that shows the decrease of the viewership of science and education channels. To the "scientific approach" for example, as China central television (CCTV) - 10 first large popular science, is regarded as "Chinese television as a banner science", because "too rendering paranormal atmosphere" and controversial, the audience denounced for "pseudoscience". By comparison, the popular science programs of provincial and municipal TV stations are more worrying, with less homemade programs, more introduction and more replays, which are difficult to attract the audience's attention. Therefore, it is an important issue that TV popularization must consider in order to find a new way out of popular science programs.

At present, China's public service advertising has come a long way, especially in the field of TV advertising, and the development momentum is very good. But there are also very serious problems, mainly reflected in the public service advertising field is not coordinated. According to the investigation, the traditional culture and morality, environmental protection, smoking and prohibition of alcohol and other public service advertisements account for more than 90% of the public interest. Other types of public service advertising are few and far between. The development of this kind of deformity has led to the development of China's public service advertising into the deadlock of self-restraint. The popular science public service advertisement can inject new content to the public service advertisement, explore new development mode, so that the public service advertisement can release from the current development deadlock.

In December 2012, ministry of science and technology has released 2011 annual national scientific statistics, data reality this year popular science funds investment increased significantly, the whole society science funds raise of RMB 10.53 billion yuan, for the first time the billions mark, compared to 2010 increased by 5.81%, the popular science special funds of 3.823 billion yuan. In 2013, vice President li yuanchao met with li xiangyi, winner of the kalinka science award, and pointed out that he should support the development of science popularization in China. The high attention of the central government and the continuous increase of capital investment have laid a strong foundation for our exploration of new science popularization channels.

Although due to the development of network science popularization, TV popularization has been impacted. But television is still one of the most important ways for the public to access scientific and technological information. According to the survey, in 2005, 2007 and 2010, TV was 91.0%, 90.2% and 87.5% respectively. And television is also the most impressive way to disseminate information about technology. This important popular science status of TV also proves the feasibility of scientific communication through television, and proves the feasibility of popularizing science popularization through TV advertisement.

In 2012, the amount of public service advertising was $2 billion, up more than 10% from the previous year. In 2014, as the "Chinese dream" theme of public service ads in the implementation of national, local media to increase public service ads broadcast frequency and space, China has ushered in the development of public service ads yet another climax. The rapid development of public service advertising has provided basic support for public service advertisements, such as funds and space, and also ensured that the public service advertisements can be successfully incubated in the development of public service advertisements.

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