The Distribution Characteristics,Communication Strategies And Public Spiritedness

In modern society,public service advertisement as an important form of presenting social problems,has always been keeping interaction with our society.It plays an important role in shaping urban image and guiding public emotion.Beijing is an international metropolis,which equipped a very well-developed subway transportation industry.On account of the high flow of people resources and superb geographical advantages,its attracts a large number of advertising resources stationed.Public service advertisement is an important component part of Beijing subway advertising and of great research value,which covers wide range including of the ecological protection,science and cultural affairs,individual and public safety etc.This paper mainly focus on public service advertisement in Beijing subway lines for a certain period of time.From the perspectives of the objective distribution of Beijing subway advertising,subjective communication strategy,and the spirit of public spirit as the ultimate goal.Three perspectives are closely related to each other.The closed subway environment is the objective condition of the distribution,and the subjective communication strategy is the dynamic performance of the public service advertisements under the objective conditions.The public spirit is the ultimate goal under the subjective and objective factors.With the help of theoretical perspective and data analysis,the paper analyzes the distribution in subway,the form of presentation,the persuasion strategy and the selection strategy of advertisement characters in Beijing subway public service advertisement.It is hoped that we can find its cultural connotation with city public spiritedness deeply.At last,try to give some suggestions on the practice.The conclusion of this paper is that Beijing subway public service advertisement conveys positive values and behavioral ideas to the audience,and also lead the social civilized fashion.Besides,they spread city image successfully by setting agenda.However,there are some obvious problems,such as the uneven distribution and vague content.Besides,a few advertisements are not integrated tightly with our society.This paper aims at providing improvement advice in persuasion strategy,content creation,promotional activities,for the reference of relevant departments and advertising agency.