Research On Public Service Advertisements For Thai Youth Educational Films And Televisions From The Perspective Of Media Culture

Thailand is recognized as one of the high-level ad creation countries.The public service advertisements(PSA)of Thai film and television have a very high number of views and comments on global video websites,becoming a hotspot in the field of communication,upgrading from an industry phenomenon to a cultural communication phenomenon.Cultural communication is an important means for the construction of popular spiritual civilization,and youth education is also a key link in the construction of civic spiritual civilization and morality.Under such a social and cultural background,based on the theme of youth education,Thailand 's outstanding PSAs are used as the research objects have a positive reference for the production and dissemination of the same type of public service advertisements.This research combines the social and cultural background of Thailand and the development of the advertising industry,and collects 30 public education advertisements for young people from video websites at home and abroad.From the perspective of media culture,using quantitative research and qualitative description methods to analyze the symbolic expression and narrative structure of PSA texts,and at the same time combine the audience comment texts to verify the communication effect of advertising production strategies from the audience perception side.The study found that Thai PSAs have the ability to construct a direct and targeted relationship between the daily life of the audience.In the texts of youth education,the advertising discourse symbols are characterized by life and democratization,and the visual symbols break through the social norms of national elements.The role is mainly civilians;at the level of narrative structure,a comprehensive narrative angle and cohesion method is used to build a narrative frame,multiple montage techniques are used to connect the lenses,and the theme of the ad is gradually sublimated.In addition,at the ideological level,advertising reflects the characteristics of universality and catering,shaping the picture of individuals and relationships,and achieving identity and de-utilization.On this basis,this article summarizes the advantages that youth education PSAs can learn from in terms of production mode,advertising theme and content,in order to inspire the production of the same type of PSAs and contribute to the development of public service advertising.