Research On The Effect Of Communication About Chinese Sports Public Service Advertisement:Communication

Sports public service ads in China is facing the public , in accordance with view of the reality, bad habits and the current social hot spot, through small portable advertising form, which selects segments of exciting events or sports related technique of expression,and gains the public's appreciation and spreads positive sports spirit to regulate people's social behavior to promote social stable operation. To realize the human and nature harmonious sustainable development for the purpose of advertising.Sustaining great responsibilities of the spread of sports spirit and standardize the dual mission of social behavior. Shoulder the burden of constructing era culture which has far-reaching significance.This study mainly researched through the literature material law, defining the relevant concepts on sports public service advertising, grasp the domestic and foreign related research status of sports public service ads.At the same time,according to "Five W" model to explore the relationship about sports public service ads between the communication of five elements: transmitter, audience, communication content, media and communication effect.To explore the evaluation index system of Sports public service advertising communication effect.By slice observation,commenting 30 Chinese sports pubic ads.And the paper analyzes the current situation of sports public service ads media.Through the interview, research the audience and the communication effect of four dimensions:reach effects,cognitive effects,the effect of attitude and action effect.Through questionnaire survey on Chinese sports public service advertising communication effect for empirical analysis.This research's conclusion is as follows:1.The main department in the spread of Chinese sports public service ads is government,social organizations and corporate sponsorship is complementary;Delivering communication content mainly divides into the theme of the Olympic spirit,nature conservation,charitable aid,anti-corruption education,fire safety,fitness and sports dream;Media in spreading development; Spread audience is mainly passive audience,effects of government authority,the contents of reliable and development can effectively promote the integration of media communication effect of Chinese sports public service ads.2.Chinese sports public service ads have on significant differences in demographic variable.To sports public service ads subject cognition, reflect the bright degree of female than for male;Men will continue to focus on the extent to which sports public service ads than women; Professional sports students are more susceptible to the influence of sports public service ads, and continue to focus on the degree of sports public service ads than non-professional sports students;sports public service ads of the cognitive effect and audience satisfaction positively correlated, the better cognitive effects, the higher the audiences' satisfaction.3.Chinese sports public service ads can play effect of each dimension and influence each other.Sports public service ads cause mood swings which will continue to promote the audience attention, have less effects on raising the audience share index of sports public service ads,attitude effect and action effects exist significant correlation,and its theme is distinct,attitude towards the better results.4.The audience's perception of sports public service advertising effect is good;Most of the audience satisfaction for sports public service advertising as a whole, but sports public service advertising appeal is not strong, level of share is not high, funny ads have good effects on audience's action.