Research On Public Interest Advertisement Creativity Under New Communication Pattern

The rapid development of Internet technology, Wei Bo, We Chat, mobile clients as a representative of the Web3.0 era has refreshed communication pattern, compared to traditional media, the advantage of Internet media in the form of innovation, spread fast, wide range to occupy the communication pattern in the dominant position. People in the traditional media, from a one-way accept information into selective features. Information is complex, content marketing is the moment, people pay no longer is the purpose of communication, but more attention to what the content of the dissemination is. People are willing to share the good content of the spread, so each individual become an independent publishing platform, autonomous communication.With the improvement of economic level, the spiritual need of people is getting more and more urgent, and the public welfare can bring people multiple satisfaction. The people’s self- satisfaction, the social image, the social stability of the individual, enterprise, government public interest craze. In the new communication pattern of public innovation has become the urgent need to improve the problem. The public interest advocacy has been under the new pattern began to change, the traditional public service advertising form is new period of receiving information habits and creative is not novel, communication effect to some extent hindered, which induce with spread form of the needs of the times gradually, bring a new opportunity for the public service advertising. The author hopes that through a combination of actual cases, analysis of the spread of new pattern of public service advertising creative development problems and opportunities, from point of creative principle, audience, media, and summarizes related theories, in order to provide a theoretical basis for the practice of creation.