Environmental Media Public Service Advertising Communication Strategy And Practice

The development of modern social economy has changed the media form and communication pattern,thus changing people's habit of contacting and using media.In this new situation,the creative personnel of public service advertising began to change their creative ideas and try to use the physical characteristics,environmental characteristics and use characteristics of environmental media for creativity,which is environmental media public service advertising.As a new form of advertising,environmental media public service advertising cleverly transmits the public service concept to the audience in the way of natural integration into life,and gets the audience's favor with new and changeable environmental media.But at present,the development of environmental media public service advertising in China is still in the primary stage,the number of creative works is small and the actual communication effect is limited.The first part is the concept overview and problem thinking of environmental media public service advertising.Firstly,on the basis of literature analysis,the concept of environmental media,public service advertising and environmental media public service advertising is combed to clarify the creative characteristics of environmental media public service advertising.Secondly,this study attempts to combine case analysis method and questionnaire survey method to compare the analysis data of 148 cases of environmental media public service advertisements collected by the Internet with 540 questionnaire survey results,and present the communication status of environmental media public service advertisements from five aspects of communication subject,communication content,communication channel,audience and communication effect.Based on data analysis,this paper summarizes the following five problems of environmental media public service advertising:first,the main body of communication is non-profit organizations,and the integration ability of media resources is weak;second,the theme and form fit the audience's preference,and the media creativity is out of the audience's understanding level;third,the application of environmental media is concentrated in three categories,and the overall lack of effective utilization;fourth,the dislocation of communication channels,and the concept of public welfare Fifth,the audience's willingness to share is low,and the scope of advertising communication is limited.The second part is the communication strategy of environmental media public service advertisement.In view of the above problems,we should learn from the case communication experience of excellent environmental media public service advertisement,and discuss the communication strategy from the five aspects of communication subject,communication content,communication channel,audience and communication effect,in order to promote the effective communication of environmental media public service advertisement Benefit concept,guide the audience from receiving the concept of public welfare to accepting the concept of public welfare,so as to further take public welfare action.The first is to promote the collaborative creation of three parties and promote the diversification of communication subjects;the second is to carry out creativity based on the principle of easy to understand and use and close to the life of the audience;the third is to expand the types of environmental media and innovate the use of environmental media;the fourth is to launch targeted public service concepts;the fifth is to enrich the forms of advertising creativity and attract the audience for secondary communication.The third part is the communication practice of environmental media public service advertisement--Taking graduation works as an example,taking animal protection as the public service theme,two communication strategies of expanding the types of environmental media and enriching the creative forms of advertisement are applied to the creation of graduation works of environmental media public service advertisement,and 12 series of environmental media public service advertisement works are created.In practice,the shortcomings of communication strategies are reflected and added To improve.