Study Of Interactive Communication Of Public Service Advertising

In recent years, more and more national attention focuses on the public service advertising, and the investment has constantly intensified.From the public service ads into the news broadcast,to the public service ads into the year of the horse gala,the status of public service ads also quietly changed.It seems more and more far away from "advertising", and it is getting closer and closer to our lives.The public service advertising as a way to spread the emotional demands of the mainstream of social values,to ease the social contradictions and problems,it has irreplaceable function as forms of information dissemination to establish the correct direction of public opinion.All countries have attached great importance to the role of public service advertising in social development,but it is special that the public service advertisement in China has been dominated by the government,therefore it also presents a special current situation of the development.Although the overall situation of the public service advertising develops well, there are also problems must be solved,such as theme bias, didactic communication, imperfect operation mechanism etc.,they are all the communication problems that urgently need to be solved at the present stage of our country public service ads.At present, the public service advertising research has yielded fruitful results in our country, and the "public service ads" as the keyword search terms has reached nearly thirty thousand in CNKI.Among them, more than for the further diversification of research papers, the journal articles are the existing academic research and personal opinions, the good and the bad are intermingled.The contents of research, there are research on the theme of public service advertising, creativity, design, audience, communication effect, transmission mechanism, and so on.Among them, research on the thesis have a preference for theme, creativity and effect of public service advertising, but journal articles are much more for the audience, the media and mechanism.Its basic thought is of the status – the problem- the solution.In the public service advertising strategies, most of the articles are from the creative expression and communication mechanism of the public service advertising to talk about, there are few from all aspects of propagation to the public service advertising communication as a whole research. This article is based on such a research status, from the perspective of the five elements in the process of the propagation, combined with "Interactive Communication" to talk about how the public service advertisement spread by the audience centered.The dissertation includes four parts:The first part is the introduction.This paper mainly introduces the research background and the research significance.The second part is the present situation of the public service advertising communication in China.Many perspectives on the basic state of the present stage of public service advertisement propagation in our country, it pointed out that the current problems appear in the public service ads communication.The third part expounds the connotation, the origin and its application in the necessity and feasibility of "Interactive Communication" for the public service advertisement dissemination.The fourth part is based on the "Interactive Communication" to talk about the innovative communication strategy of public service advertising.The content is mainly from the audience fragmentation, the content determination and media channels to talk about how to disseminate the public service advertisement.