Research On The Dissemination Of Public Service Ads Of The Socialist Core Values

The report of the 18th National Congress of the People's Republic of China put forward the core value of socialism with "three advocacy" as the core for the first time.General Secretary Xi Jinping also proposed to use the platform of public service advertising to convey the spirit of socialist core values based on the excellent culture of the Chinese nation.The dissemination of the socialist core values of public service advertisements helps to unite social forces,enhance cultural soft power,and provide strong support for China's position in the international position."People's Daily" published a total of 693 socialist core values of public service advertising(hereinafter referred to as value advertising).First of all,the content of values advertising is composed in the form of pictures and texts.The main theme of the theme is traditional virtues,and it adopts a highly nationalized creative element.Second,such PSAs increase their reading rates by setting special features,adopting full-page specifications,and matching audiences' time.The "People's Daily" Socialism Core Values public service advertisements presented a total of four transmission characteristics:the visual presentation was colorful,the advertising copy was concise and clear,and the current hot spot of the borrowing situation and the emotional appeal style were the main ones.Furthermore,in terms of communication effects,the influence of different audiences' genders on their dissemination effects is significantly different,and the different themes attract different audiences.Through research,it has been found that the content of socialist core values as the most important information in such PSAs is easily overlooked by the audience.Too long texts and jerky words can hinder the audience from identifying information and increase the audience's cognitive processing time.In addition,although the audience's exposure to values advertising is not high,the audience's understanding and recognition of such PSAs are very high.The audience also believes that their attitudes and behaviors will be affected by such PSAs in the future.The socialist core values of public service advertisements in the "People's Daily" can make good use of their own advantages to enhance the effectiveness of communication,but there are also some problems in the dissemination process:the lack of regularity of advertisements affects the audience's memory and the number of advertisements.Too little influence on propaganda;the choice of themes is relatively single,the appeal of the core content is not prominent,some of the writings in the creation do not meet the visual process of the audience;the effectiveness of the advertising is not evaluated effectively,the participation of the audience and the enterprise is not high;the investment of funds is not enough,There is no guarantee of the long-term operation of such advertisements.At the same time,there is no perfect law to control and supervision is not sufficient.In order to solve these problems and strengthen the effect of value advertising,the first can improve the publication plan and achieve three-dimensional communication;secondly,in the creation,we can make improvements according to the needs of the audience,expand the scope of creative themes,and create high-quality advertising works;third An effect evaluation system can be established to attract multiparty cooperation and promote the building of the spirit of socialist core values.Fourth,to set up special funds,implement market-based financing,ensure sufficient funds,improve laws and regulations,and improve the supervision mechanism.