As well as being commercially successful, they want to play a role in social education and enhancing public welfare. Making July 7 on the lunar calendar into a Chinese Valentine's day is an example of this trend.
但對一個具有更高理想的廣告公司來說，這還是不夠，他們要追求更高的目標。「今天的廣告公司，在作業上漸漸具有獨特的社會意義，除了商品促銷，溝通客戶與消費者等基本功能外，似乎還應該利用我們的力量，做些有益社會的工作。」