Research On The Communication Innovation Of Public Service Advertising Under The Background Of Media Convergence

With the advent of the digital age,the attributes of public welfare and socialization have made the dissemination of public service advertisements more diversified and convenient,and greatly improved its dissemination efficiency.As public service advertisements are getting more and more attention,it plays an increasingly important role in the harmony and development of society.As a ubiquitous communication activity,public service advertisements have become a catalyst to promote social development.The era of media has greatly affected and changed the production activities in the process of social development.Under the background of this change,we must also timely grasp its impact on public service advertisements in order to study the ways of public service advertisements.The changes in the background of financial media are the prerequisite for the production of public service advertisements,and an accurate grasp of its characteristics is also conducive to maximizing its communication benefits.Moreover,due to the advent of the era of focus communication,mass communication has become more diverse and refined to some extent.While the audience-oriented commercial advertising communication concept is being sought after,although public service advertisements are not for profit,they are bound to cater to the needs of the market and audiences.In this context,it is necessary to explore the communication innovation of public service advertisements under the background of media integration.This article will discuss the innovative changes of public service advertisements in the context of new media from the three dimensions of communication subject,communication path,and communication concept.In the context of the new era,analyzing the changes in the main body of public service advertisements can more clearly grasp the overall development trend of the public welfare industry.The rapid development and integration of new media technology,and the concept of "technology for good" have also made the development of public service advertisements more and more inseparable from the support of media technology.Under such conditions,a series of changes will inevitably occur in the communication path.And innovation,This article mainly adopts the method of case analysis,combined with the advertising cases in the industry to explore the innovations of public service advertisements,in order to be able to grasp the underlying communication laws and industry development trends,and provide supplements for existing academic research and theories.