The Study On The Propagation Situation And Countermeasure Of Hebei Public Service Advertising

As a not for profit forms of advertising, the public service ads services the publicinterest. It has different characteristics from commercial ads. The public service ads throughvarious forms of communication such as television, newspapers, radio, network play its rolein social education, direction of public opinion, cultural transmission and so on. In recentyears, the spread situation of Hebei public service ads dominated by the major media hasbeen further developed and showed some new features. However, affected by many factors,there are still some not wholly satisfactory in the spread situation of Hebei public service ads.In this paper, the author put forward a better proposal on spread of public service ads ofHebei in the future by analyzing the spread situation of Hebei public service ads. It has themeaning of the guide practice.On the basis of the data statistics, this article uses a case study approach analysised ofthe spread situation of public service ads spread by the four mainstream media:Hebei TV,Hebei Daily, Hebei Radio and long-urban network which has a strong influence, summarizedon the propagation characteristics of the spread situation of Hebei public service ads in recentyears from the spread of the scale, the dissemination of content, the forms of communication,the theme of the spread and the dissemination of results. On this basis, found the problem ofHebei medium in the process of dissemination of public service ads. At the same time,combined with public service ads released by the media instance, we analyzed the need forthe dissemination of public service ads in Hebei from the public service ads and media socialresponsibility, the role of public service ads on social development and the meaning of publicservice ads on the media brand building. Finally, for the problems revealed in Hebei publicservice ads spread, we propose a feasibility proposal on the basis of learned from otherprovinces and cities at home and abroad public service ads dissemination of lessons for Hebeipublic service ads to be better spread in the future. These recommendations includeupgrading the level of public service advertising creative, create a special fund of the public service ads, improve the long-term operating mechanism of the public service ads, improvemedia awareness of social responsibility.