| Public service ads is the public welfare information.It initiates the socialization and public welfare more and more receives people's universal attention. Public service ads is playing the noticeable role in the promotion society communication and the harmonious aspect. Public service ads enterprise has only developed 20 years in China.Public service ads has some problems, but also has not formed the perfect operational mechanism from public service ads present situation. The new media emerges one after another incessantly, has provided many brand-new carriers for public service ads. Public service ads how obtains the question under the new media environment is worth discussing.This article pointed out public service ads faces difficulty:social populace public welfare consciousness is not strong, public service ads manufacture and the issue main body scope too narrow and small; the stable investment is insufficient; the content pointed is not strong, cannot draw close to the citizen to live, has the false phenomenon; the form is stereotypical, the manufacture and the creativity level are not high; audiences participated being low. Following closely, author pointed out the new media time already arrived, the public service ads was facing the brand-new development opportunity. Therefore, the author unifies the new media the characteristic, the utilization case research method, proposed four development strategies:First, use network media, enhancement public service ads dissemination effect, promote it development. Second, use environment media, adopts a minute audience to disseminate, the region dissemination strategy. Third, adopts the public service advertising carries on the conformity dissemination using the traditional media and the new media the development strategy. Fourth, attracts the small and medium-sized enterprise participation public service ads dissemination, many kinds of fund channel safeguard system support public service ads development strategy. |
PDF Full Text Request