Research On The Media Characteristics Of Rural Wall Advertising In The Context Of Rural Revitalization

As an important part of the rural communication structure,rural wall advertising are the product of the long-term development of rural society.Various changes brought about by rural revitalization have provided a new social context for the communication and development of rural wall advertising.Taking the rural wall advertising in Jiangning District of Nanjing City as an example,this paper uses field investigation and other methods to explore the media characteristics of rural wall advertising in the context of rural revitalization.In terms of media form characteristics,commercial advertising is mainly in the form of plain text,and the presentation method is relatively simple;The advertising forms of non-commercial advertisements such as policy publicity are more diverse,mainly in the form of media combining pictures and texts.Commercial advertising has problems of improper maintenance and management,while non-commercial advertising can be better maintained and managed by relevant government departments.In terms of the characteristics of media content,the diversity and normative aspects of the theme of commercial advertising lags behind policy publicity and public service advertising.And the legality of advertising is extremely prominent,although the content of non-commercial advertisements is more diverse,there are certain problems in the timeliness of the content.Public service advertisements pay more attention to the appeal of the words used in advertisements,while policy advertisements place more emphasis on the power of official discourse and the deterrent effect of vocabulary expressions.And in terms of pronoun selection,the language interactivity of public service advertisements is more obvious,so as to shorten the distance with the audience.Policy advertisements are less likely to use explicit personal references in order to reduce confrontation with the audience.Public service advertising uses more rhetorical devices than policy advertising.In the use of images in advertising,commercial advertising shows the appearance of the advertised products through images,which also adds to the aesthetics of advertising.The graphic elements and overall tone of policy adverts are closely related to the advocacy theme.The paper also includes the media characteristics of rural wall advertising in the context of rural revitalization into the new rural field for investigation,and finds that after the implementation of the rural revitalization strategy,the political,economic and media technology elements in the new rural field affect the impact of rural wall advertising.At the same time,the paper also discusses the function transformation of rural wall advertising in the context of rural revitalization.The functions of rural wall advertising in policy publicity and public welfare communication have gradually become prominent,and gradually become an important social mobilization method for rural governance.Rural wall advertising is not only an important object of rural governance,reflecting the progress of rural governance work,but also become an important media means of rural governance.From the perspective of research,the paper makes up for the neglect of social context changes in existing research,and pays more attention to the influence of the current social context on the characteristics of wall advertising media.Taking rural revitalization as the starting point and main perspective,it focuses on the form and content characteristics of rural wall advertising media in the context of rural revitalization.In terms of research content,different from previous studies that focused more on the commercial function of wall advertising,the thesis pays more attention to the functional transformation of rural wall advertising in the context of rural revitalization and the role of wall advertising in the rural governance system.