New Media Public Service Advertising

Since the birth of public serviced advertising that day on, it was given a spread the idea of public morality, to promote the mission of social civilization, it is a not for profit for the purpose for the social public benefits and services of advertising, to awaken and inspire a sense of social responsibility of people's heart. Advertising itself is a kind of social responsibility, it bears the obligation to transfer social morality and to teach the public, and it is also an important means to regulate the behavior and improve the social atmosphere.Nowadays, the development of new media industry is very rapid, the channel for people to obtain information has changed a great change, the broadband Internet, mobile 3G / 4G networks, digital television, satellite live broadcast, they already seeped into every field of society, become the main aspects of China's media industry development. New media has become the most important channels to obtain information to the people, in such circumstances, created new media public service advertising. New media public service advertising and traditional public service advertising mutual comparison, has a revolutionary change, it can use its own characteristics and advantages, show the new mainstream values, constantly lead the new fashion of the society, but also can reflect the feelings of ordinary people, promote social morality, improving social ethos, emphasis on social responsibility.Based on the current development characteristics of public service advertising, Considering the change of new media ecological environment, Interpretation of new media public service advertising new connotation, new forms, characteristics and social function. First for the interpretation of the concept and connotation of new media public service advertising; Secondly, this paper discusses the spread of new media public service advertising characteristics and advantages, as well as the social function and influence, analyzes the existing problems; Finally, from the two dimensions of the development path and trend of the public service advertising, the strategies and suggestions for the development of the new media public service advertising in the future are given. In the new media period, the connotation and extension of public service advertising has changed a lot, and the new connotation has given the new media public service advertising new era characteristics and great changes in the content and way of communication. New media public service advertising is not only still in the dissemination of contemporary socialist core value concept as the main task, but pay more attention to the new media environment, public service advertising text, sound, pictures, video and other elements of scientific and rational use. Compared with the public service advertising in the traditional media period, it has a profound change in the form of expression. In the type of communication, the use of new media as a communications platform, derived from new media public service advertising type of communication, more abundant, from the communication effect, new media public service advertising spread speed is more efficient, spread more widely, transmission channels more diversified, its public opinion leads and the social function which the atmosphere advocates also can be more powerful.