Application And Research Of Interactive Public Service Advisement In Mobile Media Based On Flow Theory

Public service advertisement,as a special advertisement for the purpose of raising public awareness,has immeasurable social value in spreading correct cultural concepts and improving the quality of public spiritual civilization.With the development of social economy and Internet information technology,the popularity of mobile smartphones and the arrival of the 5G era have ushered in mobile media interactive public service advertising,which has gradually become an important development direction of current public service advertising.Compared with traditional public service advertisements,interactive public service advertisements on mobile media pay more attention to the audience’s experience and feelings,emphasize the interactive attributes,enable the audience to communicate,interact and participate,and enhance the transmission of public service spirit.Although mobile media interactive public service advertising has many advantages,but in the actual application process there are still many problems,good and bad quality,there is a lot of room for improvement and progress.The communication of interactive public service advertisements cannot be separated from the participation of the whole society.Flow theory is a theoretical study belonging to the category of psychology,which can bring more thinking to the audience experience of advertisements.Based on the above research background and motivation,this thesis starts from the perspective of flow theory,takes the research on the application of interactive public service advertisements in mobile media represented by smartphones as the entry point,and summarizes and analyzes the relevance and feasibility of flow theory in the application of interactive public service advertisements in mobile media through literature discussion on flow theory and mobile media interactive public service advertisements.And combined with the Fuzzy Delphi Method to analyze the evaluation mechanism of optimizing the benefits of interactive public service advertisements on mobile media from the perspective of flow,the evaluation factor model of optimizing interactive public service advertisements on mobile media was constructed,and then the design strategy of optimizing interactive public service advertisements on mobile media based on flow theory was summarized to improve the flow experience of users during browsing.To achieve more effective public feedback,so as to expand the communication benefits of public service advertising,for the relevant industry to provide reference.