电视公益广告是传播为社会公众服务的公益观念的广告传播活动。近年来，电视公益广告不仅内容越来越丰富，其表现形式也受到大众的普遍欢迎。本文试图通过了解青少年接触电视公益广告的相关情况来探讨将其作为一种学校德育资源的可行性。本研究首先分析了学校德育现状，公益广告产生的背景及发展现状，以及电视公益广告作为德育资源的理论基础。在此基础上，对北京市六所中学进行了中学生观看公益广告基本情况的调查，此次调查共回收有效问卷434份。另外，为了更好的了解在校中学生对通过电视媒介放映的公益广告的反应和认知情况，同时又在三所学校（清华美院附中、香山中学、166中学）进行了8个具体公益广告个案认知情况的调查研究。调研结果显示，中学生接触公益广告的频率还是比较高的，并且他们对电视公益广告大多持赞成态度，对于把电视公益广告作为德育方式引入课堂也基本给予了肯定态度。在此基础上，本研究对电视公益广告作为一种有效的学校德育资源的可行性进行了具体的分析和讨论，并提出了具体的启示和建议。本研究讨论了电视公益广告在青少年德育中的重要价值，指出它是以传媒方式进行青少年道德教育的一个崭新途径。电视公益广告作为一种创新的教育媒介，可以在青少年的道德认知、伦理规范和道德品质的发展等方面发挥更好的影响作用。学校德育课堂也应该充分利用电视公益广告这种媒体资源，并且在遵循青少年社会化成长规律前提下，充分发挥电视公益广告的特殊影响作用。

TV public service ads are aiming to disseminate the moral concept to the public. In recent years, TV public service ads are not only rich in content, its forms are also attracted the general public. This paper attempts to understand the general TV public service ads watching situation of high school students, and the feasibility of introducing them into school moral education classroom.Firstly, I analyzed the status quo of the school moral education, background and development of public service ads, and the theoretical basis of television public service ads as moral education resources.based on these; I have done a questionnaire research in six high school of Beijing and collected 434 valid copies. Furthermore, in order to understand the cognition and response of students when watching the television public service ads, I have done a cognition experimental study of eight specific public service ads cases, separately in three schools (Art High School affiliated to Tsinghua University, Xiangshan High School and 166 High School). The study showed that students’ contact frequency to public service ads is still relatively high, and they are mostly holding positive attitude to TV public service ads, and also welcome the way of introducing them into moral education classes. From that we can conclude that the TV public service ads as an effective way are introduced into moral education classroom is feasible. The paper discussed the important value of TV public service ads in moral education, and showed it could be a new moral education way via media. TV public service ads as an innovative educational media, can play an obvious effect in the young people’ moral awareness, ethics and moral quality development, also, in the premise of following the development rule of students, the high school could take advantage of this media resources in moral education classes,and make its special special effects into full play.