A Study On Public Service Advertising In China From The Perspective Of Communication Process

Modern public service advertising has developed prosperously step by step over the past twenty years in China, not only got lots of practical experiences, but also achieved remarkably in theoretical research. This paper studies public service advertising in China on the base of communication theory, takes Lasswell model after expounding the communication attribute of public service advertising, analyses the sender, content, media, audience and effect of public service advertising, and also makes necessary comparison to commercial advertising. This study aims to make clear the communication nature of public service advertising, emphasize that public service advertising is a typical communication process of information, tallying with the law of communication, deepen the understanding of public service advertising, and strengthen its theoretical and systematical research.From the perspective of communication, we analyses public service advertising in the following aspects: public service advertiser mainly contains government, media, companies, social organizations and individuals. Public service advertising includes two kinds of content: the first one is ideas good for the public, which are about social education, public service, philanthropic salvation, national culture and environment protection, the other is current social focuses. The media of public service advertising is almost the same with that of commercial advertising, which are newspaper, magazine, broadcast, television, outdoor and new media. However, there is barely media combination and planning in public service advertising, so there is much to learn from commercial advertising. The audience of public service advertising is wide-spreading and complicated. They desire to receive public service advertising information based on the needs of self-improvement and concern for society. According to age, the audience of public service advertising is divided into four categories: children, youth, middle-aged and old people. Public service advertising has great influence in social education, culture spreading and public opinion leading, and its micro-effect has close connection with the advertiser, content, media and audience.