| Amid modern advertisement activities, the media value is not only represented by media itself, but also materialized by sufficient understanding of media, creative utilization and design of media, in which the content convey and communication media are two most indispensable issues relating to each other. Thus, to start with the relationship between alternative media and public service advertisement, the essay will discuss the importance of alternative media in pubic service advertisement production, conclude and analyze the original design characteristics of alternative media applied in public service advertisement through breakdown of current utilization of alternative media in Chinese public service advertisement, and then pathbreakingly put forward corresponding design strategies, namely focus strategies, environment media strategies and psychological offensive strategies. |
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