Study On Public Service Advertising In Uyghur Language Of CNR

Public service advertising is a form of advertising and has a definite difference from the general commercial advertising.The biggest essential difference between public service advertising and commercial advertising lies in public welfare of public service advertisements.Public service advertising transfers thought,idea and concept to the audience.China's public service advertising started late,but China's public service advertising has flourished at an alarming rate.With the development of society,public service advertisements can be seen everywhere in our lives.Radio public service advertising is a kind of public service advertising with broadcasting as a media of communication.The broadcast is mainly characterized by the audience's auditory sense,wide spread scope,strong pertinence and penetration.Broadcast has a specific audience groups because of its sharp pertinence.The object of this study is the public service advertisement in Uyghur language radio of CNR.Uyghur language radio of CNR has a long history and a fixed audience groups that are mainly groups speak Uyghur language.Since2010,the appearance of an independent radio frequency and the extension of broadcast duration from the original 2 hours to 18 hours,the audience groups have enlarged.Therefore,it is necessary to pass on the excellent thoughts and ideas to the audience in Xinjiang besides the latest information.Uyghur language radio of CNR does not broadcast commercial advertisements and just broadcast mainly public service advertisements.Uyghur language public service advertisements are self–made by its own staffs,completely primary works.The theme of public service advertisement is taken from people's life.In this study,Uyghur language public service advertisements are divided into five categories by the author according to the content,namely patriotism and Chinese dream,social civilization,livelihood,environmental protection and health.Recently,adherence to the correct leadership of the Communist Party of China,national unity,social stability,long-term stability,the fight against the "three forces" and resolutely struggle are the main themes of society.In this situation,the spread of public service advertising is very indispensable.The Uyghur language radio of CNR,as the most direct voice from the Central Committee,is responsible for spreading progressive ideas.Here in Xinjiang,everyone likes to listen to the Uyghur language radio of CNR.Therefore,the Uyghur language radio is certainly responsible for changing the backward ideas,promoting the entire Xinjiang area and leading people in Xinjiang to establish the correct values.This study will have an overall analysis on the Uyghur language radio of CNR.The author gave out questionnaires,collected feedback from the audience,summarized the characteristics and functions of the broadcast of Uyghur language public service advertisements and put forward the development direction of Uyghur advertisement and its improved space finally with the feedback of the audience as the breakthrough point so as to expand the social role of the Uyghur language public service advertising.