Research On Creative Research Of Public Service Advertisement In Mainland China From 1997 To

In the last three decades, public service advertising play more and more important role in Mainland China. Government, society, academia and the industry’s concern for public service advertising are also growing. However, people have criticized low creative level of public service advertising.The study on creative of public service advertising has not formed a relatively complete theoretical system. These studies did not have a good directive significance to practice. This study is based on the creative, advertising and psychology, through the collection, screening and sorting out the relevant monographs, journals, papers to summarize and analysis of the study before, the author has put forward some advices and opinions which the researchers may benefit from. Meanwhile, it also points out the limitations and directions for future study.By using the method of literature analysis and literature measurement, the change trend, theme and features of the research on the 1997-2015 of the public service advertising in Mainland China are analyzed and described.The results of previous studies are fragmented and chaotic. Based on the background of communication, the author analyzes and interprets creative of public service by means of logic and then redefines it. Also classification the principles and standards of public service advertising creative and then through the author’s understanding to enhance and integrate it. There are a lot of creative methods of public service advertising. The author believes that the method is general but the guiding principle is different.In the end, the author draws a conclusion and points out the weakness and the field of research in the future.