Innovative Development Of Our Public Service Advertising

Public service advertising development in China in late 1986, only broadcast the first television advertisement. Public service advertising appears most early is spontaneous and scattered, later became a national advertising campaign launched. The development of China’s environment for public service ads to create good conditions, the emergence of various negative phenomena also reflect the necessity and urgency of the development of public service advertising. Public service ads in the development process, has played an important role, it can spread the spirit of civilization, to meet the public more on the pursuit of the spiritual realm, promote harmony between man and nature, society. In the country is committed to building a harmonious society situation, a significant influence of the development of public service advertising. With the public service ads emphasize the importance of the research, academic circles have gradually increased. In a number of public advertising research, the focus of scholars is development of public service advertising. This paper is for the public service advertising how innovation and development, to better play its function are discussed.First of all, the different definitions of public service advertising is summarized, defines related concepts, emphasizes the importance of the development of public service advertisement in china. Combs and reviews the development history of our country public service advertising, public service advertising in China reveals the characteristics in different period of development. Elaborates the PSAs four important functions: the spread of spiritual civilization, promote social development; embodies national spirit, shaping the national image; beneficial to the moral and aesthetic guidance; negative factors restrict commercial advertising. Analysis of the causes of the external environment for the development of public welfare advertisement advertisement need for innovation and change, the attention economy requirements, experience the era, the public dissemination of the epidemic prompted its innovation.Secondly, analyze the development process of China’s public service advertisingproblem, put forward our country public service advertising innovation way. In the system,public advertisements in China the lack of relevant laws and regulations of management,government regulation is also insufficient. In the production of public service advertising,problems of design, theme and content, the development of public service advertising funding is not sufficient, enterprises lack of long-term investment in public service advertising enthusiasm; in communication, besides the government of other subjects involved in public service advertising advertising is not enough, choose a few media;analyzes and studies the specific of public service ads, pointed out that these problems hinder the development of public service advertisement in our country, it is necessary to solve these problems. Then discuss the innovation of advertisement, make a detailed analysis and puts forward some suggestions. In terms of content, advertising should be close to public life, the public is more concerned about the topic selection, attention and sympathy to them; the use of new media and alternative media, using the overall use of media, make feasible plan for integration of communication, broadcast, transmission expansion of public service advertising information dissemination, to; ice bucket challenge as an example, the public service advertising in the dissemination of innovative ideas.Finally, this paper puts forward some thoughts about the future development of public service advertisement in china. Analysis of China’s public service advertising development of the political environment, economic environment, cultural environment and industry environment, provide the conditions for the development of the environment for public service advertising. Based on the study of the mechanism of foreign public advertising industry development, put forward should establish mechanism of the development of China’s public welfare advertisements; integrated communication public service advertising, not only to make full use of traditional media, but also to the use of new media advertising; in terms of content, production should be taken into account when the national spirit and culture, aesthetic the trend of the public in the new period, to pay attention to the social attention, and social issues related to development; Yick advertising also need tomobilize the enthusiasm of enterprises to participate in the development of commercial advertising, public welfare, in order to ensure the rapid development of China’s public welfare advertisement...