Research On The Media Utilization Strategies Of Public Service Advertising In The New Media Environment

With the ever-changing new media era,the development of public service advertising has ushered in unlimited opportunities.The rapid development of various types of media has also added a variety of options for the dissemination of public service advertisements.At the same time,it brings more reception methods and experiences to the audience.Especially with the advancement of new media technology,its prominent fixed-point communication characteristics can make it interact with the audience very effectively,so that the effect of public service advertisements is greatly enhanced.Therefore,using the technical power of new media communication to explore the media utilization strategies of public service advertisements has become an important topic for academic and industry research.The results of the empirical investigation and research show that under the current new media environment,the development of my country's public service advertisements has not fully utilized the advantages of new media to spread.It is worth noting that my country's public service advertisements have gradually transitioned from traditional media to new media in terms of media utilization.However,traditional media is still an important platform for public welfare advertising because of its unparalleled authority,credibility and public opinion guidance.With the popularization of 4G and 5G networks and changes in people's lifestyles,new media has become the type of media that people are most often exposed to.Therefore,for public service advertising to truly penetrate the daily life of the masses,it is also necessary to strategically combine traditional media Media,and collocation and dissemination in a reasonable manner.In the current new media environment,various types of new media have gradually begun to replace the dominant position of traditional media.Among the new media,mobile media is more prominent.For the very common online media,because of its multiple advantages,it can make public service advertisements carry out unique in-depth communication.For the well-known mobile media,because of its flexible characteristics,it can enable public service advertisements to carry out relatively interactive communication.For the common outdoor media,because of its contact characteristics,it can enable public service advertisements to carry out actual contact and communication.When public service advertisements want to spread among the above media,it is not only necessary to innovate public service advertisements' expressions and expressions.It should also properly select public service advertising themes that are highly time-sensitive and be produced using flexible expression methods.Not only that,in the production process,it also stimulates some innovations in media operation,for example,it can stimulate the interaction of the audience,making more audiences willing to participate in the public service advertisements,so that public service advertisements can really be in the society Make an impact among the masses.In today's era of multi-media,if you want public service advertising to reach more audiences,you should cooperate with the use of media combination strategies to achieve a full range of communication effects.