Research On Dissemination Problems And Countermeasures Of Public Service Advertisements In Chongqing Urban Rail Transit

Public service advertisements promote an upward spiral of positive energy,transmitting mainstream values to people,generating discussion on a social topic and promoting the building of a spiritual civilisation in the city.With the advent of the digital age and the increasing variety of media,the dissemination of PSAs has become diverse and convenient.As a ubiquitous communication activity in society,PSAs have become a driving force for social development.In this context,we need to focus on the impact of the media on PSAs.The media is a tool for communication,a channel between the transmitter and the recipient of information,and a channel through which advertising can rapidly develop and spread.For PSAs,the media also plays an important role in the dissemination of PSAs and can influence the communication behaviour and philosophy of PSAs.Urban railways are not only a convenient means of travel for city dwellers,but also provide a new media resource for PSAs.The study of Chongqing’s urban rail transit PSAs is not only a representative one in China,but also a useful one for the development of PSAs in other cities.This thesis uses fieldwork,content analysis and questionnaires to explore the current situation and problems in the dissemination of public service advertisements for urban rail transit in Chongqing.From April to September 2021,PSAs were selected from ten representative metro stations in Chongqing.The study first analyzed the current situation of PSAs in Chongqing from four aspects: media form,theme presentation,communication subject and emotional appeal,then analyzed the effect of PSAs in Chongqing from the aspects of advertising attitude,behavior and urban identity,and finally explored the communication problems of PSAs in Chongqing from the aspects of communication subject,content and media.The study found that the problems of public service advertisements for urban rail transit in Chongqing are: the main body of communication is single;in terms of content,the overall level of content needs to be improved,the level of public service advertisements is lower than that of commercial advertisements,and the homogenization of public service advertisements is obvious,the level of creativity is not high,and the audience’s participation is low;in terms of media,the utilization rate of media resources is not high,and the location of public service advertisements is not high.In terms of communication media,the utilization rate of communication media resources is not high,and the location of PSAs is unreasonable.The purpose of this thesis is to discuss the current development of public service advertisements in Chongqing,summarize the problems in the process of dissemination,and propose practical countermeasures,which will also serve as a reference for the development of public service advertisements in other cities.