Research On Public Advertising Under New Media Environment

Public service advertising is public interest oriented,playing an important role in spreading the concept of social morality and promoting spiritual civilization.With the purpose of public welfare and public interest,it has become a widely used propaganda tool and a public communication mode.With the emergence and vigorous development of new media,digital technology and multimedia technology are widely used in the whole media field,and the channels for people to obtain information are also more diversified.Broadband Internet,digital television,mobile 3G/4G network and so on have become the hot spots of the development of the media industry.It also injects new vitality for the spread and development of public service advertising,and along with the government pay more and more attention to the public welfare cause day by day.Public service advertising is faced with an urgent change.As the development of science and technology is driving the progress of human civilization,public service advertising is also taking advantage of the rapid development of new media environment,carrying out reform and innovation.The public service advertising in the new media environment has its own communication characteristics and advantages compared with the public service advertisement in the traditional media.This article is based on the current development of the public service advertising,according to the relevant theories of marketing theory,the theory of advertising tools,etc.Combined with the current new media ecological environment and related cases,this paper expounds the public service advertising creative,form of expression,communication characteristics and so on.First,it explains the concept and connotation of new media and public service advertisement.Then discuss the creative and expressive forms,the dissemination characteristic as well as the dissemination superiority.Finally,from the perspectives of the development path and future trend of public service advertising,this paper analyzes the public service advertising in the new media environment.Nowadays,many public service advertisements combine the new media with theinnovate and transformation in the aspects of creativity,communication mode,manifestation and form of expression.It is not only meaningful but also can play a better role in public service advertising.The social value it creates can also achieve better results,and it is worth studying and popularizing.The author hopes to study the current situation of the public service advertisement under the new media environment,combine theoretical knowledge and advertising case,study its development rules and trends.Try to provide a theoretical basis for the better promotion and development of public service advertising in China.