中国内地的电视公益广告起步于改革开放后，其中，廉政电视公益广告主要由党政机关相关部门组织设计、制作及播放，旨在倡导反腐和廉洁。不过,有评论指出这些广告的传播效果非常有限，部分廉政广告创意单一，观众关注度不足，甚至被认为是“作秀”。由于内地电视公益广告发展历史短暂，并且社会意识形态与西方不同，无法直接套用西方公益广告较为成熟的传播模式，因此，以华人为主的中国香港地区在廉政电视广告制作、投放和成功经验方面就非常值得内地借鉴。利用电视广告来抑制腐败动机、宣扬廉洁社会的核心价值观，是香港反腐败经验的重要组成部分。香港以廉洁著称，打击贪腐机制公正严明，行之有效，这是香港社会的核心价值和成功基石。成立于1974年的廉政公署是专门打击贪腐的独立执法机构，采取执法、预防和教育“三管齐下”的政策。廉署社区关系处利用多媒体渠道，如通过电视、广播、海报和互联网等工具做广告宣传，让市民充分了解其工作职责，并向社会各阶层宣扬反贪信息。时至今日，廉署推出了数十则电视公益广告，针对不同的时代背景、贪污趋势、社会风气、人物职业、和重大事件，采取针对性策略量身订做，在抑制腐败动机、构建廉洁社会的核心价值观上发挥了关键作用。本文对廉署官方网站上发布的、自1975年到2022年合共62则电视广告进行案例分析，并结合文献研究，探讨廉署如何通过电视广告进行宣传教育，协助扭转香港社会上世纪70年代贪腐横行的局面，在全港社会建立清正廉洁的价值观。本研究首先从纵向分析不同年代廉署电视公益广告的特点，随后探讨电视公益广告如何抑制腐败动机并以廉署广告作为例子。在机制的划分上，从心理学角度看，一是唤起内心的道德力量，从内心抗拒腐败发生，二是警示腐败产生的恶果，激发内心恐惧警惕的情感；从传播学的角度看，通过不同时代、不同目标观众及传播载体、名人效应等来进行分析。为检测广告所达到抑制腐败动机的效果，本研究通过有控制组的后测实验设计进行对比测试，对两种机制、三种手法的广告效果进行研究，探讨不同类型广告抑制腐败动机上的作用。最后，本文通过分析比较内地和香港在反腐公益广告的传播特点和抑制腐败动机上各自的特点和效果，提出如何利用廉政广告在廉洁管理中协助抑制腐败动机的对策建议。
The television public service advertisements （PSAs） in mainland China emerged after the period of reform and opening up. Among them, the anti-corruption PSAs, primarily organized, designed, produced, and broadcasted by relevant government departments, aim to promote anti-corruption and integrity. However, some critiques have pointed out the limited effectiveness of these advertisements, with some anti-corruption PSAs being monotonous in their creative approach, resulting in insufficient audience engagement and even being perceived as mere "showmanship." Due to the brief history of development of television PSAs in mainland China and the divergence in societal ideologies compared to the West, it is not feasible to directly apply the more mature communication models of public service advertisements from the West. Therefore, Hong Kong, with its predominantly Chinese population, offers valuable insights and experiences for mainland China in terms of the production, dissemination, and successful practices of anti-corruption television advertisements.Utilizing television advertisements to suppress corrupt motives and promote the core values of an incorruptible society is an essential component of Hong Kong‘s anti-corruption experience. Hong Kong is renowned for its integrity, with a fair and effective mechanism in combating corruption, which constitutes the core values and foundation of Hong Kong society. The Independent Commission Against Corruption （ICAC）, established in 1974, is a specialized law enforcement agency dedicated to combating corruption, employing a three-pronged approach of law enforcement, corruption prevention, and community education. The ICAC‘s Community Relations Department extensively utilizes mass media and new media to enhance the transparency of the ICAC, disseminate anti-corruption messages to all segments of society, and promotes anti-corruption and integrity through various mediums such as television, radio, posters, and the internet. To date, the ICAC has launched dozens of television PSAs specifically tailored to different historical contexts, trends in corruption, social norms, professional roles, and significant events, employing targeted strategies to effectively suppress corrupt motives and cultivate the core values of an incorruptible society.This study conducts a case analysis of 62 television advertisements published on the official website of the ICAC from 1975 to 2022. By combining literature research, it explores how the ICAC employs advertising and educational campaigns to assist in reversing the rampant corruption prevalent in Hong Kong society during the 1970s and foster a virtuous and incorruptible set of values throughout the entire community. Firstly, this research conducts a longitudinal analysis of the characteristics of ICAC television PSAs across different eras, followed by a classification of the mechanisms employed by the advertisements to suppress corrupt motives. From a psychological perspective, this involves evoking inner moral strength to resist corruption and raising awareness of the dire consequences of corruption to instill a sense of fear and vigilance. From a communication perspective, the study analyzes the advertisements based on different eras, target audiences, communication channels, and the impact of celebrity endorsements. To evaluate the effectiveness of these advertisements in suppressing corrupt motives, this research employs a post-test experimental design with a controlled group to conduct comparative tests, studying the effects of two mechanisms and three strategies employed in the advertisements and exploring their respective roles in suppressing corrupt motives. Finally, through analyzing and comparing the characteristics of anti-corruption PSAs in mainland China and Hong Kong, as well as the mechanisms employed to suppress corrupt motives, this paper presents strategic recommendations on how to utilize integrity-focused advertisements to assist in suppressing corrupt motives in the context of incorruptible governance.
