Optimization Function Of Public Service Advertising On Building Civilized City Image

City is an inevitable outcome of the social civilization progress. Urbanization has become the core of Chinese social development in the 21 century. It is the inevitable trend of social and economic development to push forward civilized city construction in the course of world-wide urbanization. As we all know, the civilized city has abundant connotations, involving economic civilization which is led by science and technique, spiritual civilization which takes social undertakings as its carrier, political civilization which is guaranteed by consummate democracy, legal system and social service, and social civilization which requires science, culture and healthy life style. Therefore, it can be concluded that the core of a civilized city is people, and the core competencies for building a civilized city are modernization of the urban citizen and the modernization of people's life style and values. Along with the development of science and technology and the realization of globalization, cities will launch fierce competition to draw on better resources in order to promote city development, improve the life quality of residents, and realize the modernization of people's life style and values in the end. Indispensable to modern and future cities, public service advertising is an important part to construct the huge city image system, and the main force to establish and promote a city image system. Consequently, with its special function of publicizing, transmitting, educating, and aesthetic appreciation, public service advertising plays an important role in city civilization construction. It actively guides and transmits the values of modern civilization and is an important index of modern civilization city construction. In the actual applications of the public service advertising in city image and the social marketing, it takes publicizing social humanities spirit, instilling civilization idea and popularizing science life style as its theme. It is advantageous to enrich people's spiritual life and enhance the whole nation's cultural literacy. It will facilitate the cultivation of public morality, harmonious development of the society, sustainable growth of the economy, and the construction and transmission of city image as a civilized one.. Certainly, confronted with various problems existing in the development of the public service advertising, we should adopt special policy in the civilization city construction, making the public service advertising a scene of civilization, so as to promote the mold and publicize the image of a civilized city. This paper gives a systematic introduction to the definition, characteristics and the status quo of the public service advertising, contrasts the differences between the public service advertising home and abroad, analyzes interests relations of the public service advertising in the civilized city construction, makes an in-depth discussion on some existing problems in connections between the public service advertising and civilized city construction, and puts forward some countermeasures. It is hoped to have practical value to the development of the public service advertising and the construction of the civilized city. In addition to enriching the study of public service advertising theories and promote the development of public service advertising in China, it can also speed the pace of civilized city construction, make it more scientific and image transmission more effective. Moreover, it will give inspiration to the development of the social marketing and advertisement esthetics. As interdisciplinary approaches are promoted by the academic society nowadays, this paper is a meaningful academic trial aiming at public service advertising and its relevant fields, which draws lessons from the results gained before.