The Communication Strategy Of Network Public Service Advertisement In China

With the rapid development of information technology, the internet brings humaninformation communication and social life into a new era of cyber world, public serviceadvertisement finds a new possibility in the world of network, spreading across space andtime, interacting and communicating deeply with the audience,and collecting the mostextensive public power etc., all of these reveal a better tomorrow of public serviceadvertisement involved with the internet.This paper points out the existing problems in the development course of our publicservice advertisement. Public service advertisement and the network mixed together providesthe possibilities to solve the problem under certain circumstance. This paper brings in5Wmodel of Harold Lasswell. The main content is to make detailed discussion on networkpublic advertisement of its communicators,contents, media, audiences and effects, and toevaluate the communication strategy by five aspects with related theories and cases ofcommunication,marketing, aesthetics and other disciplines.The innovation of this paper of the related studies about the internet public serviceadvertisement is not only simply discussed as an existing concept, but also researched out thesignificance and value to the all kinds of public service advertisements. Whether the studieson the internet characteristics combined with the pubic service advertisement, or the studieson the public service advertisement communication strategy on the internet, the mainpurpose of the paper is aimed at looking for the way of how the public service advertisementwill perform the best in the internet media, namely explorating the methodology ofpromoting the development of public service advertising by using the internet media.