Research On New Media Communication Effect Of Public Service Advertising

Today's society has undergone tremendous changes in economy,technology and civilization,people's material life has been enriched,and spiritual needs have been greatly met.But a series of social problems have also been reborn and become serious.The role of public service advertising is to discover and solve social problems,call on people's attention,and improve people's civilization literacy and moral level.Its development and dissemination also affect social progress and civilization to a certain extent.On the other hand,the popularity and use of the Internet has provided sufficient technical support for the development of new media.With the development of science and technology,people's living habits are constantly changing.People's information needs,media choices,media usage preferences,etc.have followed the changing trend of the times.New media communication is characterized by its immediacy and strong interaction;simple and vivid communication mode;fragmented and efficient receiving method conforms to the current information needs of people.New media communication is increasingly showing strong influence,Therefore,it is also loved by everyone.In summary,the combination of public service advertising and new media is an inevitable trend of development.The advantages of new media communication can make public service advertising spread more quickly and widely,make public service advertising more diverse,better attract audience and interact with them,all of which contribute to the acquisition of communication effects and the realization of social functions.Studying the dissemination of public service advertisements in new media,optimizing its new media communication model,and finding a way to effectively combine new media with public service advertisements are the key to improving the effectiveness of new media communication.Therefore,this article mainly studies the effect of public service advertising in new media.First,explain the background of the topic selection and the purpose and significance of the research.Explain that the research on the effect of public media advertising on new media has important value for the development of public advertising and social stability and the improvement of people's literacy.Then comb the research ideas,research methods,main research content and define and elaborate the relevant concepts and theoretical basis of the article.Next,Sina Weibo was used as the representative of the new media to conduct relevant research on the dissemination effect of public service advertisements,mainly through questionnaire surveys and sample analysis methods to obtain data and statistical analysis of the dissemination effect of public service ads in Weibo.According to the related factors of the media,the main body,the communication method,the audience and other related factors of the new media communication of public service advertisements,its communication effect will be analyzed.It is concluded that although the various communication advantages of the new media have greatly improved the communication effect of public service advertisements,there are still many deficiencies in its communication.The audience has good communication effects at the cognitive and attitude levels,while the behavioral effects are relatively lacking.Finally,based on the previous research,it is proposed that there are insufficient media combination in the communication channels of the new media of public service advertisements,and the lack of communication strategies in the communication methods.The content of the public service advertisements is not close to the originality,and the creativity is weak.The audience lacks the initiative and awareness of public welfare participation,as well as problems and defects such as insufficient supervision and chaotic management.In view of these shortcomings,it is proposed that comprehensive use of media combination communication,scientific use of agenda setting and opinion leaders and other communication strategies should be used to improve the production level and creativity of public service advertisements,cultivate the consciousness of the audience and a good social atmosphere that pays attention to public welfare,and improve related regulatory mechanisms.It is hopedthat through the research on the effect of new media communication of public service advertisements,this paper will enable public service advertisements to improve and develop the advertising itself,and at the same time find an effective combination of public service advertisements and new media.Provide some help and inspiration for the publicity advertising in the new media in the future.