Study Of The Changes Of The Theme Of Public Service Advertisement From The Perspective Of Cultural Transformation

As a non-profit advertisement serving the public,public service advertisements play a special role in social life,such as social education,public opinion guidance and cultural inheritance and so on.At present,thematic research is not enough in the research of public service advertisement,and the research on sorting out the theme of public service advertisement is mainly macroscopic under the historical background of social change.This thesis takes China’s public service advertisements from the mid-1980 s to the present as the object of the study to analyze the theme,the media type,the producer,the distribution area of public service advertisement by using content analysis method.And the thesis tries to reveal the characteristics and reasons of the theme change of public service advertisements and reveal the particularity and limitation of theme selection in China in 30 years.This thesis puts forward the strategies of the optimization of public service advertisements theme selection based on these analyzes.This study shows that on the theme distribution,public moral advertisements account for the highest proportion of 25.1%;followed by ecological environmental protection,social and people’s livelihood public service advertisements,respectively 19.89% and 18.52%.Meanwhile,public service advertisements have insufficient attention to traditional culture and scientific education.Therefore,China’s public service advertisements appear “T” shape in distribution.The themes of public morality,environmental protection,and people’s livelihood occupy the top spot in the entire advertisements,while the public service advertisements on other themes are distributed at the bottom with a smaller proportion.This study also conducted a deep analysis on the causes of cultural transformation behind the theme changes of public service advertisement.The study found that,for one thing,the theme of public service advertisements come from social reality,reflecting a generation’s life style and values just like a "mirror".After the reform and opening up,China has experienced the impact of western culture,the upsurge of traditional culture and the rise of online culture in the cultural field,which was reflected in the theme of public service advertisements at that time.For another,public service advertisements influence the public’s attitudes and behaviors in a subtle and imperceptible manner,and eventually lead to changes in the entire social culture,the most typical is the role of public moral public service advertisement play in the construction of spiritual civilization.In the end,the thesis comes up with the optimization strategy of public service advertisements in the theme selection,which can help the development of public service advertisements.