Analysis On The Public Service Advertising In China Since The New Century From The Perspective Of Communication

The author of the "Introduction to Public Service Ads",the scholar Pan yihong once predicted at the beginning of new century that China's public service advertising (PSA)will be a major development in the 21st century. This is indeed the case, in the past 10 years of the new century, China's PSA has entered a stable stage of development with one of prosperity with a scene of prosperity. This paper takes the new century as the node, studies PSA in China on the base of communication theory. On the basis of expounding the communication attribute of PSA, it takes Lasswell model and makes necessary comparisons, analyses the sender, content, media, audience and effect of the PSA since the new century. The study aims to deepen the understanding of PSA, make our PSA tallying with the law of communication, and strengthen its theoretical and systematical research.From the perspective of communication, we analyses Chinese PSA since new century in the following aspects:in the new century, Chinese PSA develops flourishing. Public service advertisers mainly contains government, media, companies, individuals, advertising companies and social charities. PSA's content enriches gradually, it's themes and issues links national affairs even more closely. But it lacks of excavation of rural subjects. In the area of media, it appeared to the new media such as net and mobilephone. But it lacks of the use of close media. The audience awareness strengthens, the number of audience of PSA grows. The level of creativity and aesthetic improves continuously. But for the better communication effects, Chinese PSA should be more closely linked the sender, content, media and audience.