Research On The Problem Of The Anti-Smoking Advertisements And Its Development Strategies

Public service ads started late. There were few studies about it and themes of public service division were even rare. As to the Anti-smoking ads, they are just beginning. Smoking is a prominent global issue, and China is the country with the largest number of smokers around the world. In China, there are more than 300 million smokers, which account for about one-third of the total number of smokers. Anti-smoking ads, an important part of public service ads and the promotion of effective means to solve the problem of smoking, has not aroused sufficient attention to the advertising industry, the related theory is almost blank. In addition, there are also some problems with the dissemination of Anti-smoking public service ads. The main reasons are the lack of protection mechanisms (external environment) and the delayed theoretical guidance (ads themselves). Therefore, this paper will explore the sound development of China's Anti-smoking Advertising channels from these two points.This paper draws on Lasswell model. The purpose is to clear Anti-smoking public service nature of the dissemination of information, to deepen their knowledge and understanding. According to the five steps of dissemination, we put forward relative countermeasures:enterprises should become Anti-smoking advertisements Subject, content should be targeted, various media resources should be fully used, classification research of audience and results-oriented analysis.Meanwhile, the development of Anti-smoking public service announcements can not do without the protection of the policy and legal constraints, and therefore a mechanism of Anti-smoking public service security system should be established in order to coordinate people's behavior, to ensure that Anti-smoking public service is a long-term strategy and to be carried out.