Chinese Cultural Communication Of Public Service Advertisement

The gradual diversification of world culture promotes global cultural exchanges,but also brings the crisis of Chinese culture elimination.How to take reasonable means of communication to improve the communication effect of Chinese culture and avoid the gradual fading of Chinese cultural personality with the impact of foreign culture is particularly important.As a special and important form in the development of advertising,public service advertising has been shouldering the important function of cultural communication since its birth.Its political and cultural responsibilities make it play an important role in the dissemination of core values and the promotion of social atmosphere,and gradually become an important carrier of inheriting Chinese excellent culture.However,due to the late start of the research and application of public service advertising in China,there are many problems in the cultural communication.Therefore,it is of great significance to systematically analyze the communication of Chinese culture in public service advertising,dig out the existing shortcomings,and then put forward targeted improvement suggestions,so as to improve the communication of Chinese culture in public service advertising.This article takes the Chinese cultural communication in public service advertising as the research object,and uses the methods of literature review and case study.First of all,this paper introduces the research background and significance,and on the basis of consulting a large number of relevant literature at home and abroad,summarizes the current research status in this field,as the theoretical basis of this paper.Secondly,it defines the concept of Chinese culture and public service advertising,and discusses the relationship between public service advertising and Chinese culture from the theoretical level.Thirdly,based on the advertising samples collected in "national excellent radio and television public service advertising works library" and "national public service advertising works library",this paper analyzes the current situation of Chinese culture communication in public service advertising in China from two aspects of material culture and spiritual culture.Fourth,based on the data collected in China public service advertising Yearbook(2014-2019)and "national excellent radio and television public service advertising works library" and "national public service advertising works library",this paper systematically analyzes the problems existing in the integration and dissemination of Chinese culture in public service advertising,including the lack of creative level,the lack of appeal in content,the lack of grasp of the core of Chinese culture,and the lack of creativity,There are some problems,such as the single expression,the lack of market operation,the lack of audience demand analysis and the single channel of public service advertising.Finally,the paper puts forward some suggestions for improvement.The research results of this paper can provide some reference value for the promotion of domestic public service advertising communication effect.Innovation:1.Innovation of research perspective.At present,there are relatively few researches focusing on the dissemination of Chinese culture in public service advertising,which is not targeted.This paper focuses on the analysis of the dissemination of Chinese culture in public service advertising,which has a certain degree of innovation.2.Innovative research methods.Based on the data collected in "China public service advertising Yearbook(2014-2019)" and "national excellent radio and television public service advertising works library" and "national public service advertising works library",this paper analyzes the problems of the integration and communication of Chinese culture in public service advertising,and puts forward corresponding solutions,so as to realize the improvement and optimization of the effect of public service advertising on the communication of Chinese culture.