Design Research Of Public Service Video Advertisement To Improve New Citizens Environmental Awareness In The Process Of Urbanization

With the acceleration of urbanization, a large number of urban land had been occupied. As a result, a special group named suburban new citizens formed. Although the new citizens lived in the city, the way of thought and behavior was still in the state of "villagers". In environmental protection, their environmental protection consciousness being weak, and mode of production, living habits remain the original state. While their behavior had a bad effect on the urban environment, and also it had serious influence to the sustainable development of city residents’ health and the environment.In view of the wide spread environmental problems in the gathered area of new citizens. I regarded the new citizens of WuZhouHuiFu community of Zhengzhou as the object, with the method of questionnaire survey to analysis the cause of their environmental protection consciousness, and consider ways to improve their environmental protection concept.In this paper, the following three parts was basically the research achievements:First, with the questionnaire survey analysis, finding new citizens environmental protection consciousness was weak, and summarized the existing in the environmental protection consciousness spread of new citizens through consulting relevant data problems. On the basis, the author discussed the path to improve the environmental protection consciousness of new citizens. Thinking the video public service advertisement had the characteristics of "moistens everything silently", and was suitable for improving the new citizens environmental protection consciousness.Second, according to the characteristics and accept ability of the new citizens, the author analyses the video advertisement design mode, put forward the reasonable uses artistic technique of expression, accurately select characters, build give a kind of impact on the visual, auditory shock effect, at the same time for the audience to accept psychological level also have to grasp and make appropriate adjustments in the design dimensions.Third, on the basis of the above discussion, the author designed a video public advertisement case, and collected some new citizens to watch in WuZhouHuiFu community of Zhengzhou, and analyzed the questionnaire of the effect of watch.As a result, the test results of the new citizens showed that adopting reasonable design theory, popular video public advertisement design in line with the new citizens to improve the new citizen community environmental protection concept was valid. This study adopted the method of combining design and sociology, tried to do some exploration in social development and design research.