China Aids Psas Study

The public service advertising developed late in China and the research on it was few. At the same tine, there was less research on the public service advertising of different topics than others. Nowadays, the AIDS problem has become a global problem which prevents the development of our society. The public service advertising as one of the effective ways which can promote the solution of the AIDS problem, has increasingly got more and more attention. In China, the AIDS public service adverting has had some development, but it is still required to be improved. Therefore, this study is very valuable.This paper analyzes the present situation of Chinese AIDS public service advertising on the basis of multi-perspective of communication, societal marketing, advertising, journalism and integrated marketing communication. From the research, some problems are found out, and then some strategies are put forward.Firstly, the paper summarizes the public service advertising and the AIDS public service advertising. Secondly, it makes theoretical analyses on the AIDS public service advertising in the light of communication. Finally, the paper analyzes the subject, the content, the media, the audience and the effect of the Chinese AIDS public service advertising. According to the results, the paper put forward the methods to improve the Chinese AIDS public service advertising: under the guidance of government, making the subject diverse; applying the well-known public figures strategy effectively; making good use of media; in accordance with audience, taking different appealing measures; setting up the AIDS public service advertising and news public opinion interaction mechanism. The paper tries to promote the effect of the Chinese AIDS public service advertising, and make it theoretically and practically develop further.