Audience Centered Public Service Advertising Creative Design

Based on the audience research of the public service ads, aimed at to discover problems, this paper use technical route, through literature research, analysis and cross method to analyze and solve problems. This paper intended to interpret the development trend of commonweal advertisement creative design consciousness of audience.Because this paper find out the specific principles and methods of public advertising creative design, and provide better theory support for the public welfare advertisement design, so the social value of public advertising works exert its maximum.Public service ads in the main body, content, purpose, forms, etc, are fundamentally different from other ads, study on public service ads’ audience psychological needs significant difference and the consistency. This paper use AIDMA,AISAS, SICAS theory to analyze public service ads audience’s psychological acceptance. It has important guiding significance to public service ads creative design.Between the audience and the audience demand fit influence each other, it is closely related to the recognition of audience psychology, and with the audience to accept the effect of changing and so on. Combination of public service ads creative design at this stage,the audience view is short of topic selection, lack of audience lead content, lack of audience aesthetic revealed that induces the audience oriented consciousness of public advertising creative design should reflect individual differences of abstraction of the themes should pay attention to the audience, to guide the audience participation, the creative design should pay attention to life experience of audience, inspire, layout,graphics, text and color design layout should pay attention to the aesthetic of the audience, beyond the audience expectation.