Research On The Persuasion Strategy Of TV Public Service Advertisements In China

TV public service advertisements can cause people to pay attention to social problems,to strengthen or change the public’s attitude,to regulate and guide the public’s behavior.In view of the strong influence of public service advertisements,on September 1,2015,the Advertising Law of the People’s Republic of China began to enforce and pointed out that the State encourages and supports the development of public service advertisements. However,at present, the high speed growth of china’s economy, the social problems appear in large numbers, the spiritual needs should be met, the advertising environment need to be purified,the persuasion of public service ads is insufficient, the premise of the effect is able to persuade the public,in view of this, the research is necessary.This research will start with the general situation of TV public service ads and the theory of advertising persuasion,to analyze the use of strategy of public service ads under the persuasion theory and extract four factors that are closely related to the strategy :the persuader,the information, the ways, the audience. The performance of each factor will affect the use of persuasion strategy. Then I use content analysis to study the persuasion strategies of 240 public service ads and use these cases to sum up strategies from the four factors, and try to find out the parts that should be paid attention to. In the last,I will continue to explore the persuasion strategy of TV public service ads from China’s national conditions and the development of the times.