Research On Community Public Service Advertising Design In The Era Of Media Convergence

With the development and integration of new media and traditional media,fusion media emerges at the historic moment,and brings the dual innovation of technology and concept.In such an era,community public service advertising and community financial media have huge potential and space for development,but the two have not fully integrated and cooperated,and there are few studies on community public service advertising itself,which is different from other public service advertising advantages and functions have not been fully played.Therefore,this paper takes community public service advertising as the research object and analyzes the design strategy and future development space of community public service advertising in combination with the era background and community field of financial media.First of all,this paper starts from the whole,analyzes the background,purpose and significance of the research,and then defines the research object of this paper.After that,literature review was conducted from the aspects of financial media,public service advertising research and community advertising research.On the basis of previous studies,the research content and research methods of this study were clarified.Then,on the one hand,for financial media and community media,it clarifies the development process of media integration and the influence brought by financial media,summarizes the meaning and current situation of social media,and on this basis,discusses the potential of community financial media.On the other hand,it analyzes community public service advertisements,combs the development process of community public service advertisements,expounds the different characteristics and functions of community public service advertisements and other public service advertisements,and then sorts out the subject types of community public service advertisements from the point of view of the information subject and the functional purpose of advertisements.Secondly,on the basis of theoretical research,the design strategy of community public service advertising in the era of financial media is analyzed.Starting from the four dimensions of design language,integrating media technology,community field and community as the main body of the development mode,in terms of design language,the development of design mode promotes more choices of styles and cultural elements,and under the concept of mutual integration and communication,the coordination of graphic,graphic,concrete image and visual level runs through the entire advertising system.In terms of financial media technology,community public service advertising itself can expand interactive design,special display and real-time technology,and community financial media can build a three-dimensional media system with the help of big data.In terms of development mode,more derivatives should be developed with community as the main body,multi-party participation and sharing,so as to promote the harmonious coexistence of community leading force and multi-element driving force.Finally,on the basis of the above theoretical research,Tangshan Yangguang Community is selected for the design practice.With the Dietary Guidelines for Chinese Residents(2022)as the main content,the focus of publicity is the dietary pagoda and eight balanced dietary guidelines,a new Chinese style advertising system is constructed in the community,and key strategies are verified for the advertisements in the direction of science popularization and code of conduct.And with the help of community media,community public service advertisement design is carried out by combining new media such as community touch screen,vertical advertising screen and small program with traditional media such as light box and publicity bar.In terms of the stagnation point setting of the advertising unit,the space and time distribution is carried out according to the community field and life trajectory,so as to verify the conclusions and results of the paper and provide more solutions for the design of community public service advertising.