Based On The Perspective Of Communication Studies To Analysis The Effectiveness Of Environment Public Service Advertisement

Chinese government and various social organizations have treated environmentprotection as one of the biggest challenges in the21century on considering thatenvironment pollution became more serious than ever before. The production andcommunication of environment Public Service Advertisement (PSA) should beconsidered as a crucial part of environment protection. PSA campaign arose in1990s inChina. Since then, it developed quickly and a large number of qualified works havebeen showed to the public. However, compared with their counterpart in Europe andNorth America, all the major parts in the process, including theme selection, creativeproduction, communication tools and operation mechanism of the sector in China arefar from developed and mature.This paper tries to figure out by which way the communication and product of PSAcould be improved within the Chinese social and political framework. The writerapplied Lasswell’ s ‘5W’ model on analyzing the development of environment PSA andgives a whole series of ideas and suggestions on the five factors of environment PSA i.e who, says what, in which channel, to whom and what effect. The suggestions includethat profitable institutions, not only government and public television station take themain role in financing and production of the works. New media and high-tech channelshould be used to communicate the works as well as traditional channels. In spit ofgovernment rules and policies, legislation and justice should play a critical role in thedevelopment of environment PSA. The parties of environment PSA will coordinatedand corporate against the background of law.