Research On Current Situation And Strategy Of Cross-culture Communication Of Public Service Advertisement In China Under New Media Environment

In today's rapid development of the Internet and globalization,countries are constantly carrying out economic and cultural exchanges,intercultural communication become a hot topic,at the same time,the continuous development of Internet technology,the emergence of new media for public welfare advertisement provides many new carrier,also provides more opportunities for the development of public welfare advertisement,this paper studies how in today's rapid development of new media,public service ads in China problems in cross-cultural communication,is put forward under the new media environment,strategy of our country's public welfare advertisement of cross-cultural communication.This article through to the analysis of the status quo of public welfare advertisement of cross-cultural communication,it is concluded that at present our country public welfare advertisement of cross-cultural communication mainly exist the following problems: including the Chinese and western values,ways of thinking,cross-cultural commonweal advertisement creativity level is insufficient,new media and traditional media alignment is low,cross-cultural psas to lack of funds,public service ads cross-cultural communication audience participation is low,the state of public service ads cross-cultural communication support small and so on,these problems hindering the cross-cultural communication of public service ads in our country,leading to the slow development of cross-cultural advertisements,spread the effect not beautiful.Through analysis it is concluded that the cause of these problems are mainly Chinese and western cultural differences,public awareness of society as a whole is not strong,the lack of guidance for multinational enterprises and the lack of professional and technical personnel and production organization,public service ads cross-cultural communication rely too much on traditional media,ignore the effect of new media,did not form a complete cross-cultural advertisementoperation mode,for professional cross-cultural advertisement production and effect evaluation is insufficient,the government public service ads support small of intercultural communication,etc.Public service ads in China,the problems existing in the cross-cultural communication and the situation of our country,The following development strategies are proposed: including set up the correct concept of intercultural communication,the emphasis on the promotion of the common values,respect,and played down the cultural differences,the government,the media to strengthen the guide of public awareness of multinational companies and to develop and cultivate professional talents and based on the experience of the foreign public welfare advertisement of cross-cultural communication,public service ads actually cross-cultural communication is the most important is to establish a perfect system of public welfare advertisement operation,at the same time the government enhance the support to public welfare advertisement of cross-cultural communication,in the public service ads in the process of cross-cultural communication,the advantage of the new media highlighted,in the new media environment,public service ads cross-cultural communication is not only to play the advantages of traditional media,also want to give full play to the advantages of new media,realize the complementary advantages of both.