Research On The Dissemination Of Public Service Advertisements Of “Civilization Tree Fresh Air”

The series public service advertising of "stressing civilization and establish a new trend"spring out in front of the national people, attracting the audience's attention and become an important topic among people. The emergence of "stressing civilization and establish a new trend" is inevitable during the current social moral slowdown.This paper starts from the theoretical perspective of communication studies and uses the combination of quantitative and qualitative analysis method to make a comprehensive and detailed analysis about the "stressing civilization and establish a new trend". We demonstrate the communication strategies of the series public service advertising of "stressing civilization and establish a new trend" under communication mode. We also demonstrate its impact on the audience from the four communication sequence: contact, cognition, attitude and behavior. The individual factors and social factors that have an influence on advertising are discussed, trying to provide feasible suggestions and ideas for improving the positive influence of the series public service advertising of "stressing civilization and fostering new".In this paper,the series public service advertising of "stressing civilization and establish a new trend" has different degrees of effect on the audience because of the different communication strategies and multi-channel modality. At the contacting level, the universality of spreading and the frequent watching at the advertising resulted in the high-frequency contacting and accumulative memory of people. The contacting of people to the advertising triggered the discussion about the series public service advertising of "stressing civilization and establish a new trend"; In cognitive level, the significance of setting and strengthening effect about the topic caused people to think about the related issues; In attitude level, the emotion sympathetic chord and inner tendentiousness prompted their cultural identification, along with the values of patriotism, "industrious, harmonious, mercy, loyalty, honesty, respect,fealty" and self-reliance unconsciously and insidiously; at the behavior level, it met audiences'demand and exerted a subtle influence on the action of people.But due to the public service advertising of "stressing civilization and establish a new trend" have some questions: the inane expression,red visual representation,farmers' literature way, the lack of modernity, and the lack of interaction with the audience,which caused the effect of the advertising are not maximize.Therefore, according to the results,we put forward to some communication strategies in this paper. We hope it can play out the greatest value of the public service advertising to achieve the optimal communication effect. First of all, we need to diversify the communication form, establish feedback mechanism and strengthen the interaction with the audience. Secondly, we need to give play to the role of opinion leaders so as to make two-stage communication and multi-stage transmission effectively. Once again, we need to change the strong taste of expounding something mechanically and keep up with the trend of the times. Finally, we try to communicate effectively combined by the community culture, in order to create the creative advertising that can attract the audience's attention and even cause their emotional resonance.