A Comparative Study On The Communication Strategies Of Public Interest Advertisements Between Children And Children In China And The United States

2018 is the eighth year of implementing China's Children's Development Program(2011-2020).The 19 th National Congress of the Communist Party of China pointed out that to achieve "young children's education," we must constantly improve the legalization and scientific standards of children's education.Nowadays more social factors are involved in the protection of children's rights.In the meantime,however,the frequent violations of children's rights in the society in recent years have astonished the public.The Report on Children's Rights and Public Opinion 2017 released by Goodstar Network shows that the hot words of children's rights are mainly related to "left-behind children protection","campus bullying","campus violence governance ","families with financial difficulties "," education fairness ",etc.In2017,in "Top Ten Hot Spot Events for Children's Rights",seven cases are negative events,to list a few,Red Yellow and Blue kindergarten issue,C-trip parent-child park case,Nanjing South Station waiting room case and other vicious incidents detonated public opinion.We could easily infer that the efforts made to protect children's right are far from sufficient.The protection of children's rights still has a long way to go.Public service ads(PSA)should lead public opinion.In promoting social spiritual civilization and improving community atmosphere,PSAs plays a decisive role.A good public service ads has immeasurable social impact.The development of children's rights protection requires the participation of various social forces,especially non-profit organizations and public welfare activities.At present,some well-established children's nonprofit organizations such as China Children's and Children's Foundation,China Children and Teenagers Foundation have already been established in our country.Because of various limitations,the development of children's public service advertisements mostly comes from government-led official media while outstanding non-profit organizations plays few role in it.In contrast,the public service ads in the United States have a long history and involve the theme of children's rights at birth.Their creative approach covers a wealth of topics with mature communication strategy.China has a lot to learn in it.To better promote the development of the protection of children's rights,public service advertising on children's rights in China must learn from their main body of communication,creative themes,creative strategies and targeted audiences to better advertise.This is the starting point as well as the research purpose and value of this article.The first chapter of this thesis is introduction.The second chapter is to study the method of implementation and design process.The combination of qualitative and quantitative research methods makes its conclusion more convincing.The third chapter is the main section of this thesis,which is a comparative analysis of public service ads for children's rights between China and the United States.The author compares the children's rights public service advertisements selected from the research samples of China and the United States from four aspects: the main body of public service advertisement,the theme of public service advertisement,the strategy of advertisement creative communication and the target audience.At last,conclusion has been visualized along with related theories of sociology,pedagogy and inter-culturalism.The conclusion concerns in-depth analysis of the causes of the differences between China and the United States then further on to discuss how the Chinese children's rights public service advertising can be better developed accordingly.The fourth chapter is the conclusion of this article.Based on the research and comparison of the above chapters,the author gives some advice on how to develop the children's rights public service advertising in China.According to the four aspects of the analysis: subject,theme,creative strategy and audience,this paper summarizes how to implement the progress of public service advertising on children's rights in China.The infringement of children's rights in our country is already too frequent therefore the protection of the children's rights is extremely urgent.This article starts from reality,sets cross-cultural research as a coordinate to guide the future development of China's children's rights PSA.