PSAs Effect Of Xi'an Blood Donation

In the new century, Chinese media, advertising as a means of publicity, not only become an effective way for the pursuit of economic interests, in a sense, but also shouldering special mission to promote social morality, to carry forward the traditional virtues of the Chinese nation. Therefore, for advertisers and the whole society, the importance of an advertisement can achieve good advertising effect whether or not is beyond doubt.The public service advertising is the important branch in advertising, it is a practical art which has greater impact on the audience’s mind, and it can affect human’s moral level transcending time and space. Compared with the commercial advertising, the public service advertising pays attention to the vital interests of the public not the pursuit of economic interests.Blood donation is a noble cause no matter which country or system. As one of the important public service advertising, no matter in any medium as the carrier, blood donation ads must always adhere to obtain maximum social benefits in the first place when referred to the final result to be achieved at the mention of creative mind and propaganda. To encourage citizens who in line with the conditions to participate in the blood donation actively, to popularize basic knowledge of non-remunerated blood donation for ordinary citizens, to carry forward the virtues of free blood donation in the whole society, and to urged all citizens to fulfill the obligations of unpaid blood donation. However, there is a lot of blood shortage phenomenon in reality, so we question the effect of public service advertising which as an important form of propaganda voluntary blood donation. At present, the level of Chinese advertising industry and academia researching on public service advertising blood donation is so low, and lack of correct and comprehensive understanding of the advertising effect, thus impeding the blood donation work smoothly in a certain extent. Therefore, at this stage to assess voluntary blood donation public advertising effect is very important.In order to grasp the effect of current voluntary blood donation public advertising clearly, fill the academic blank, and provide advice for the advertising design.production and dissemination, help blood donation working smoothly. This paper stand on the view of communication theory. We use the combination of quantitative and qualitative research methods, such as questionnaire investigation, the content analysis, literature and so on. The theoretical support for the research content with communication effect theory, AIDA model, the agenda setting theory and classical theory and model. According to the advertising effect evaluation index, we research in Xi’an area and we study the advertising effect comprehensively of our existing unpaid blood donors in these three layers------the communication effect, psychological effect and social effect. Analyzes the connection and relationship between these three effect, lists the advantages and disadvantages of donated public service advertising, affirms the effect of our existing voluntary blood donation public advertising, points out that blood donation ads produced in the influence and change the audience’s attitude angle effect is better than on the behavior level effect, considers that the public service ads in strengthening advertisement design of creative and strengthen the audience free blood donation behavior, yet to be improved. And from the actual situation, put forward some feasible suggestions for the creation and development of public service ads non-remunerated blood donation and its advertising business.