Research Of Television Public Service Ads Aesthetic Based On Reception Aesthetics

In recent years, public service ads research has become a hot topic in the academic circle. In which, the scholars focused much attentions on the widely influences of television public service ads. Some people investigate into the rise and the development of television public service ads, and others analyze the operation and management of the television public service ads, or to analyze its function and creative specific. Meanwhile, there are some scholars make a considerations on lots of topics: such as now the television public service ads differ from TV commercials under the background of mass culture,strategy of television public service ads development and the existing problems. All of them provide strong theoretical support for the industry practices. However, in general, most scholars make a review on the development of television public service ads or to analyze a feature of it an then offer a proposal, which are in a narrow field of vision and not are based on a macro social background to use the theory to the television public service ads system in-depth dialysis survival situation. Based on these reasons, the text aims to use the reception aesthetics to emphasis on the status of the reader, in order to explore the television public service ads how to get the audience’s position in the whole process.The text includes the introduction and three main parts. The introduction mainly introduces the related researches about public service ads in academic circles. Besides, to describe and analyze the television public service which is the research object of this text. Finally, to introduce the relevant knowledge about reception aesthetics theory applicated in the text. These three main parts respectively process from the production、communication and accept of television public services ads. The first part explores the aesthetic creation ofTelevision public service ads by accepting aesthetics and the generality of the television public service ads. The second part makes a concrete analysis on how the television public service ads complete the communication process better from the mode of transmission、the language and degree communication and information dissemination environment. The last part analyzes the reception effect of television public service ads from the environment and the audience aesthetic of television public service ads.