Cognitive Psychology Sight Of Public Service Advertising Campaign And Promotion Strategy

Nowadays, we can see that more and more public service ads are transferred out bythe different media. There are more and more ways to increase public service ads. So wecan see the growing importance of public welfare from our government. Welfare is aninvisible force. It can evoke beauty in the human heart or carry forward the traditionalculture.Guiding role of a public service ad depends on the dissemination of results. Thereare three levels of dissemination of results: The role of external information in people’sperception and memory system causes changes in people’s knowledge and theknowledge structure, which belongs to the effect on the cognitive level. Role in people’sideas or value system causes changes in mood or feelings, which belongs to thepsychological effect on the level and attitude. These changes manifested throughpeople’s words and deeds. Then it becomes effectiveness of actions. From cognitiveattitude and then to act, is a cumulative effect of deepening and expanding the process.Although there are different kinds of public service announcement, thedissemination of results of public advocacy is much different. Some PSAs(publicservice ads) made the audience moved deeply or often associated in the public Aspen;But there are some complaining about the PSAs such as:“Large quantity, fewerspecies.” They said that some PSAs made people can not understand or forget quickly.Even there are some PSAs made people want to laugh.Once producers ignore the audience’s perception habits, the problems above will becaused. So this article selected cognitive psychology as a major theoretical analysis ofpublic service advertising campaign. If we can control the cognitive processes of theaudience well, we can solve the problems and make public service announcementproduce the most obvious effect.The article used the literature study，the content analysis, the comparative studyand the case analysis to prove my point. It selects the Gestalt psychology theory and theInformation processing psychology theory as the guide theory. Analysis thedissemination results of PSAs and the cognitive habits of audience. Find out that whatkind of PSAs can be accepted by audience well and bring good dissemination of results.