| The second half of2013,"China Dream. Stressing civilization and fostering new "flat PSAs (series) the potential to suddenly appear in the Bell Tower, South Gate,Qujiang Square in the downtown area. Actively ambitious advertising theme, colorful screen advertising, advertising copywriter with warmth and successfully attracted many people stop and hot. The public service ads and other topics of PSAs in the past is very different. This difference is not only reflected in the number of ads. Also includes all aspects of advertising theme, creative advertising, advertising performance and so on. No doubt that the "China Dream. Stressing civilization and fostering new " flat PSAs is amazing. In my opinion, the public service ads are successful. Whether it’s the theme, or is it creative, very exciting, almost to the point where impeccable. However, a good or bad advertising, advertisers say not, I say not. Most say that the public have seen the ad. We only through scientific research system to figure out the people and the public service advertising exposure, people’s attitude to the public service ads, evaluation, and other issues affecting the people affected by the PSAs after the order on the basis of accurate analysis, make objective and fair evaluation.We know that public service advertising is an important means of mass communication, it has the obligation to carry forward the traditional virtues and morality, there is an important mission to promote spiritual civilization. In modern life, public service advertising plays an important role. Academic research on public service advertising has been very encouraging. Its media studies, studies of its creative performance, a study of its contents-style, but the purpose of the study, eventually settled to study its effects. Academic research on the effect of public service ads, and many, but most are content analysis study, involving very little empirical research.For these two reasons, I decided to "China Dream. Stressing civilization and fostering new" advertising effectiveness plane PSAs empirical research. For the system, a comprehensive assessment of the effectiveness of the advertising PSAs, the author uses research phase method questionnaire, literature, content analysis and other quantitative and qualitative combined to AIDA theory, theory accepted classical theory as a support to various types of impact assessment indicators as the basis for related research in Xi’an, from the propagation effects, psychological effects, social effects of these three levels of "China Dream. stressing civilization and fostering new" flat PSAs research. Summarizes the advantages and disadvantages of its creation, as well as the communication links in the study of the effect of the process of public advertisement, propagation factors affecting the spread of the effect may bring. I hope that by studying the "Chinese dream. Stressing civilization and fostering new" flat PSAs, to propose some practicable suggestions for improvement and development of public advertising of public welfare. |
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