The Study Of The Actuality And Development Of The Rural Public Service Advertisement In China

In recent years, the development of public service advertisements in china has a huge step forward. But as part of the public service advertisements, the rural public service advertisement, its development is not optimistic. On the whole, the rural public service advertisement remains relatively low in the initial stage. From the aspects of "status of the rural public service advertisement, the relationship between farmers and public service ads and its problems and countermeasures in rural development", this article studies how rural public service ads in the rural areas will be further developed, how to make it better to serve agriculture in rural areas, farmers modernization.In this paper, the definition of rural public service ads is: as one type of public service ads, rural public service ads are directly to the people living in rural areas. Here rural areas are including the following towns and townships in rural areas of the general. At this stage, the advertisers of rural public service ads are mainly including the grass-roots government departments, the relevant functional departments and village committees. And advertising companies, enterprises and mass media is the absence of production and dissemination of rural public service ads.At this stage, the manifestations of rural public service ads are as follows: Public service advertising slogans in rural area, the public part of the rural proverbs, the public part of the spring festival couplets, the rural provisions which are meeting the needs of modern society, legal provisions which are near the daily lives of farmers. Among them, the rural outdoor public service advertising slogan is China's main component of the rural public service ads. They appear in the form of slogans or in the form of slogans and pictures. At this stage, rural public service ads are mainly classified into the following categories by the advertising theme: government policy advocacy-type public service ads, public service ads which are about social morality, public service ads which are about change of mindset, public service ads which are about science and education, culture and public health, public service ads which are about production and living day-to-day, public service ads which are about resources and environment, public service ads which are about attention to the special social groups in rural areas. If classified by the media, rural public service ads are mainly classified into the following categories: rural wall public service ads, outdoor public service ads signs, body public service ads in rural area, rural public service ads in oral communication. Local, times, education and rural humor is the main characteristics of public service ads at this stage.At this stage, the relationship between public service ads and the rural areas is mainly reflected in: on the one hand, rural development needs of public service ads. Public service ads can promote the modernity of the farmers to enhance. They can solve some of the psychological problem of farmers. They can narrow the digital divide between the city residents and farmers. They also have a positive impact on socio-economic development in rural areas. On the other hand, there is a vacancy in rural area on public service ads. Mainly reflected in: uneven in themes, the lack of public, lack of creative advertising, small number of public service ads etc. The main reasons are: constraints of the actual conditions in rural area, the reasons for the rural audience, the reasons for advertising companies and enterprises, reasons for our government etc. For example, rural geographical environment and economic environment has constrained the development of public service ads.In order to clear up the absence phenomenon of the rural public service ads, in order to better promote rural development, we must carry out strategy research on the development of the rural public service ads. Today, facing the development of rural public service ads were: 1.There is no scale. The rural public service ads are spontaneous and disorderly.2.absence of social atmosphere which is conducive to the development of rural public service ads. 3. the reasons for the system. 4. legal constraints. For problems of rural public service ads, we should take some counter-measures: 1. the government's support, including macroeconomic policy, financial and human resources strategy.2.the efforts of the main advertising. This section mainly includes the following point of view: Firstly, from the perspective of local governments, the grass-roots level of local governments and village committees in rural areas should remove non-performing and out-of-date wall posters. They should pay attention to wall public service ads. They should pay attention to the co-operation with advertising company or enterprises. Secondly, from the perspective of enterprises, enterprises should actively participate in rural public service advertising. They should make use of the specialization of advertising companies. Publicity should be emphasized. They should primarily promote their products or services related to advanced manufacturing, life and ideas of common sense. Thirdly, from the perspective of advertising company, advertising companies should strengthen their own sub-specialization and increase the involvement of rural public service advertising. Attention should be paid to the countryside, to experience rural life, to understand the rural areas and farmers, to better participate in rural public service ads. Fourthly, from the point of view of other social groups, associations, organizations and individuals, they should actively participate in rural public service ads. On the whole, this part stressed the importance of a sense of cooperation. In other words, the development of rural public service ads can not be separated from co-operation and joint efforts of all sectors of the community. In addition, we also should develop new forms of rural public service ads. For example, comic book ads, advertising caravan, electronic bill board etc. We should develop first-hand experience of public service ads. This mainly refers to when promoting one concept, communicators come to the rural areas, let the audience experience in order to better achieve the purpose of publicity and education. In addition, we can also develop the rural film public service ads. We can also develop the advertising pattern of disseminating information to help the poor. We can promote public forms of commercial advertising. In this paper, these different kinds of forms of rural public service ads are discussed.The development of rural public service ads is expected to reach the ideal state only by the national and the community's concern and attention. The ideals of rural public service ads are: the sustainable development and healthy development of the rural public service advertising industry. The social responsibility of the advertising industry is to be fully reflected in the rural areas. Farmer's own concept of public greatly increased.