Design Of Subway Public Service Advertisement Persuading Strategy Based On Digital Stories

Since China’s reform and opening up, China has become one of the worldwide topic center. As the Chinese going abroad and foreigners going into China, some individuals’ bad behaviors have been magnified and grouped. As a result, foreigners have negative impressions of Chinese people. As the world’s eighth largest city, Shanghai is one of the communication center between China and the world. The public behavior of Shanghai citizens, will also become an important part of foreigners’ impression of Chinese people. The subway is the main means of transportation and has a huge population. The civilization in the subway is not only about the Shanghai people’s daily life, but also affects the international image of China.Individuals’ bad behaviors are decided by their attitudes toward the behavior. Attitude is one of the important concepts of social psychology. What’s more, the formation and change of attitude are also the research emphasis of social psychology. In the 1950’s, the theory of learning is proposed. After that, incentive theory and cognitive theory are proposed, too. At the same time, Hovland put forward the attitude change and persuade model. This model not only simplifies the problem of attitude change, but also considers the factors such as mood, situation and personality characteristics influenced on attitude change. Finally, the model has won the acceptance of social psychology. For Shanghai subway’s uncivilized behaviors, public service advertising is one way to help the individuals change their attitude and behavior. The traditional public service advertising is made by the government and related departments, but the development of new media expanded its production. Since introduced into China, digital storytelling has a great influence on education application. The article will combine digital storytelling with the public service advertising with new media and explore the strategy based on digital storytelling.The article first mainstreams the main uncivilized behaviors in the subway. According to the survey, summary the persuade classification framework with persuade strategy. Then select two themes, make public service advertisings and spread with the new media. After a period of time, use questionnaire method and interview method to find the persuade effect. When using interview method, we have three public service advertisings depends on the number of persuade strategies. One has no persuade strategy, one has a persuade strategy, and the last one has two persuade strategies.Overall, persuade design strategy certainly played a role in the subway public service advertising based on the digital storytelling, which makes people’s attitude changed. At the same time, attitudes change not only is affected by persuading strategy number, also is affected by the strength of the persuasion strategy.