The Application And Communication Strategies Of Emotional Elements In Public Service Ads

Public service can be understood as "the interest of the public ".The public service ad is a special form of advertising, based on some certain concepts to convey some social phenomenons for calling audience’s attention, accord with the interests of the public principles to change the attitude and regulate the behaviors of the audience, it can not only advocate varieties of valuable ideas and codes of conduct, but also lead people to accept new ways of life. Apply all kinds of emotional elements to public service ad works and connect hot issues with the characteristics of “timely, novel, peculiar” with audience’s emotions, making the communication of public service ads more effective.In this paper, the main Emotional elements include Ethics Emotion(Family Love, Friendship and Love), Moral Emotion, and Fear Emotion and other emotional elements. These emotional elements are closely related to the development and advancement of the Human Emotions, which are widely applied in the public service ads. In the past few years, public service ads have made great development in various aspects in all industries and produce different effects as well.Taking the communication effect theories as the basic theoretical support, based on the emotional element types and the value of them in the public service ads. Based on the measurement index of specialized network of public service ad transmission platform(including attention rate, click on the vote counts, comments, slogans and so on) to construct theoretical model and make research hypothesis. Studying shows that Family Love element is the most effective element. Its effectiveness is better than both Love and Friendship these two ethics emotion; Human Emotions, Moral Emotion and Fear Emotion can also produce effective factors; A variety of medias also play different roles in them. Through the research to analysis the conditions of the emotional elements in the process of application of public service ads as well as analysis the application of emotional elements.According to the conditions of the emotional elements and specific application,in the fourth chapter we put forward to the communication strategies of the emotional elements in the public service ads,including: 1.paying attention to the relationship between the emotional elements and the brand; 2.the expressions of emotional elements should be creative; 3.set up a long-term,effective mechanism of emotion: 4.medias should be combined with emotional elements better; 5.the systems of measurement of the emotion should be improved.