The Communication-effect Research Of WWF'S Print Advertisement

Research on the effectiveness of the World Wildlife Fund's public service advertising through graphic search was conducted by setting up search conditions on the advertising resource website "Welovead".124 pieces of graphic public service advertisements were searched and used as research samples.According to the classification and collation of 124 works,the WWF's graphic PSAs are mainly divided into wild animal protection,marine protection,forest resources protection,climate protection,freshwater and wetland protection,among which wild animals Most of the protection works.The characteristics of these public works are human nature,public welfare,non-profit,emotional and call-to-action,as well as a strong sense of love and responsibility.In order to further explore its dissemination effect,it conducted in-depth interviews and eye-movement research on 124 graphic PSAs of the World Wildlife Fund.Through empirical research,it was found that the advertising creatives with powerful impact in graphic PSAs can attract the attention of the audience most.Wildlife Protection is the topic most concerned by the WWF's graphic PSAs.The animal image is the most commonly used image element in WWF's public service advertisements.The spread of the results obtained by the PSA is prominently reflected in the feedback of the audience.In the process,audience evaluations for such PSAs were mostly positive and a series of conclusions.Based on the above research conclusions,it is possible to clarify the series of enlightenments of the research on the effectiveness of the World Wildlife Fund's graphic public service advertising.The concrete expression is:At the creative level,attention should be paid to the creative power of creative advertising,relevance and originality,and humanized advertising creativity should be emphasized.Standards,strive for the perfect combination of emotional appeals and rational appeals,highlight aesthetic functions and cultural effects,etc.;performance level,should focus on the design elements of coordination and harmony,prominent advertising themes;communication channel level,we should focus on achieving cross-media integration and dissemination,The target audience's precision is enhanced through the establishment of a good media plan to improve the reach of print PSAs.