Study On Value Of PSA Audience’s Psychology

The revolution caused by advertising industry in the field of communication is in theascendant in the worldwide area. Study on advertising audience’s psychology is alwaysthe most noteworthy topic in the field of advertising. For the audience of Public ServiceAds （PSA）, there are many possible elements that have impacts on their psychologicalmakeup. Surely, with the progress of the times, thinking of the audience is becomingbroader and broader and they’re more critical of various forms and media of advertising.All the audience has an expecting psychology for PSA, and the degree of agreement withthe actual effect of PSA determines the attitudes and understanding of the audience forpublic service ads. But what we know now still cannot completely take the place of thescholars’ study on audience’ psychology. In order to accurately grasp the audience’s viewson public service ads, we must perform the study on audience psychology. Thus, how tomeet the audience’s psychological as well as to explore the promotion and development ofaudience psychology will be the main research content in future for our designers.If we want to parse a phenomenon clearly, we must trace it back to its root. This paperfirst analyzes the definition, principles of development and creation and also the value ofPSA, and then explores the origins of development and social function of PSA, analyzesthe mutual influence of PSA and the audience, performs the in-depth study on the socialinfluence of the PSA as well as the audience’s crowd, type and content, explores the natureof PSA, and deeply elaborates the influence of the audience psychology on PSA. The finalpart is the key part of the article, it focuses on how to better play the role of advertisingoperating mechanism so that the audience can better accept the PSA and make PSA to getbetter development and realize its greatest social value.In the study, the method of the documentation survey is adopted. The paper focuseson the study of PSA audience psychology, pointing out its impact on PSA and how tobetter realize its value. According to the research and discussion in this article, we canlearn that the Art and Design is a discipline that involves a wide range of knowledge needa strong theoretical research in practice. Meanwhile, it also needs to seek a theoreticalbasis and to enhance the practical level with the basis, which has a positive role inpromoting today’s design industry.