| Our China's economy has rapidly developed because of the arrival of reformence and opening up, at the same time a number of social problems come out. As one of publicity forms that affect public values and ethical standards, then change public behaviors, which get strong social effect in gentle ways, has been paid more attention by government departments. The public service ads, a kind of non-profit advertisement which is different from the commercial advertisement, is playing a vital role in our spiritual civilization construction. The research on public service advertising has begun as the activity of public service advertising in China.Good works can guide the public's opinions, establish the correct social values. Concerned about raising the creating level of public service ads is the key to create good works. My graduation thesis is going to study on audience-oriented perspective, to analyze public service ads'developing strategy from a relatively microscopic observation. I want to analyze the current creating situation of public service ads using content analysis method to get the disciplines of our country's public service ads. Analyze public service ads cases to find problems and their reasons with research method of logic inference. In order to get rid of the macro which is large and empty but can not solve practical problems I will put reasonable suggestions that raising the level of public service ads'creative forward based on national conditions. They are establishing operation mechanism at macro-level and improving the creative quality at micro-level.Although it may lead many questions in the operation, but it will do profitable trial for public service ads at the micro level We may find more and more feasibility and benefits of such research in future studies. |
