Problems And Countermeasures In The Spread Of Internet Public Service Advertisements In China

The development level of a national public service advertisement can often reflect the civilization of the country and the public awareness of the public.Nowadays,China is undergoing a period of social transformation.Some long-standing problems in society need to be improved through the power of public communication.Through public service advertisements,reflecting social issues and promoting mainstream values ??has become a widespread and positive social phenomenon.China's public service advertising industry is in a period of prosperous development.The degree of attention of all parties is increasing.With the popularity of smart phones and wireless networks,the impact of the Internet on public service advertising has long exceeded the technical level.Under the predicament of traditional media facing audience loss,the network The new life of public service advertisements has been given.The publicity advertisements carrying the media's advantages in the network have allowed the breadth and depth of communication to be expanded as never before.However,China's online public service advertisements are currently in the initial stage of development.There is no well-established development model.There are many problems in the dissemination of subjects,audience experience,persuasive effects,content creation,expression forms,and channel utilization.The status quo and issues of PSAs are comprehensively sorted out,and the development of PSAs in the public service is further promoted in China.In addition to conventional literature research methods,this study has comprehensively used questionnaire surveys,in-depth interviews,and case analysis methods,combined with relevant theories of communication science,advertising,and psychology,under the support of empirical research and theoretical knowledge.,Conducted a comprehensive and systematic analysis of the problems and countermeasures in the dissemination of China's online public service advertising.This study does not simply describe “net public service advertisements” as a single concept.Instead,it focuses on the significance and value of the network as a media format for the dissemination of public service advertisements.It hopes to find the most popular advertising and network media.The best combination is to explore the long-term plan to use theInternet to promote the sound development of the public service advertising industry.This study first sorted out the development environment of China's online public service advertising,and comprehensively analyzed the three aspects of government-based,three-party-assisted communication subjects,diverse types,rich subject-based communication content,and web-based and social-fusion media.The status quo of China's online public service advertisements is compared with the public service advertisements published by traditional media,and the four advantages and characteristics of online public service ads are summarized:low-cost,real-time release updates,high coverage,multiple message dissemination,and high interaction,Convenient two-way communication,rich in content and theme.Based on the development status of China's online public service advertisements,this study adopted the questionnaire survey method and in-depth interview method respectively for the audiences and the disseminators of network public service advertisements.Firstly,through questionnaires,we understand the audience's exposure to online public service ads and their attitudes towards the public.We analyze the survey data to verify the hypothesis that audience characteristics affect the contact behavior and attitudes of online public service ads,and then further analyze the impact of the audience on the effectiveness of online public service advertising..Then,from the point of view of the propagator,five advertising professionals from universities,media,and advertising companies were selected as interviewees.They were interviewed in depth and representative views were refined and analyzed to provide suggestions for the following issues and countermeasures.Provide scientific and effective basis.Based on the status quo of online public service advertisements and the analysis of the communication between the two sides,this study proposes four problems in the dissemination of China's online public service advertising: the development environment is not mature,the participation of communication subjects is low,and the content homogenization is serious.Make full use of the advantages of the network;the extent of channel expansion is not enough,effective utilization is low;audience participation is low,and the advertising persuasion effect is weak.The focus of this study is to explore long-term viable strategies for promoting the development of online public service advertising.Based on the current status and problems of online public service advertising summarized in the previous article,under the support of effective data for investigation and analysis,this study proposes four specific countermeasures:The network public welfare develops the environment,promotes the diversification of communication subjects,innovates the contents of advertisements,and enriches the forms of expression;it integrates media resources and the diversification of communication platforms;it enhances the awareness of audience participation and promotes audiences to transfer their identities.In each aspect,the actual investigation results were subdivided and discussed,and the development strategy of network public service advertisements was analyzed in detail.