| As a special form of advertisement,public service advertisement is an important part of public communication.The convenience of its communication makes it have great advantages in the shaping of social concepts and cultural change.Native land emotion is one of the connotations of Chinese excellent traditional culture.With the changes of the times,the expression of the native land emotion is not the same in each historical stage.Due to the progress of technology,the more frequent cultural exchange both at home and abroad,Chinese culture is impacted by the western culture,and some Chinese people are very indifferent to the concept of "native land emotion".In this context,the study of public service advertising,an important way to spread and cultivate the native land emotion,is particularly important.Scholars have many achievements in the research of public service advertising,but the research on the public service advertising about the native land emotion is not enough.Therefore,based on the inadequacy of the research on the public service advertisement about the native land emotion,this paper takes the public service advertisement about the native land emotion published in the People’s Daily,the central organ of our country,as the research object.By analyzing the theme of the people’s Daily’s public service advertisement about the native land emotion,the changes of the theme since the founding of new China,summarizing the characteristics,are beneficial for the producers of public service advertisements to follow the theme trend of public service advertisement about the native land emotion and create high-quality works in line with the times.The innovation of this paper lies in the fact that the research object is the public service advertisement about the native land emotion.By using the method of literature research,starting from the definition of public service advertisement and native land emotion.This paper defines the standardization of the public service advertisement about the native land emotion,and finds a reasonable basis to classify the topics of the public service advertisement about the native land emotion.The topics are divided into political policy propaganda,social hot spots,culture and morality,typical character publicity and enterprise brand publicity.Using the database of People’s Daily,taking samples of public service advertisements about the native land emotion which are published by People’s Daily from 1949 to 2019.Using content analysis method to divide the samples,this paper analyzes the development and characteristics of the theme of the native land emotion in the public service advertisement since the funding of the PRC.This paper also analyzes the background factors that affect the change of the theme of the native land emotion in the public service advertisement from three aspects: politics,economy,culture.Through combing and research,I found that the theme of the native land emotion in the public service advertisement shows the characteristics of strong political color all the time,In the changing trend,it also shows the characteristics of returning to traditional culture and morality,paying attention to social hot spots,and more common topics. |
