The Application Of Empathy In The Perceptual Expression Of Public Service Advertisement

This paper begins with the history of advertising,clarifies the trains of sprout and development of public service advertisements in China,and ravel out the public service advertising theory on the theoretical study field in modern and contemporary China.As the public service itself more often use the perceptual appeal form to appeal the theme of the performance and communication,the emotional appeal of public service advertising based on the communicated and emotional resonance,appropriate means of the use of empathy can infect audience emotion and to achieve the effect of persuasion and education,so the use of empathy in the public service advertising emotional appeal form is particularly important to shaping a combination of both artistic and moral public service advertising.This paper focuses on the analysis of the perceptual appeal public service advertisements at home and abroad,and tries to discuss the application of empathy in the perceptual appeal of public service advertising,and hereby apply the empathy means to the practice of public service advertisement design.Born in the 1990 s,we grew up with virtual network,we are the most influential generation of social media and Internet,everyone was tied up by mobile phones,tablet PC,computer and other mobile devices in daily life,everyone has become real-time update mobile Database,we were peeped without reservation by invisible eyes just like the emperor wearing new clothes.I take "Who are you?Who am I?" as the title,take the public service video advertising as the carrier to do the design practice of perceptual appeal public service advertising.Trying to get people to think about the "Internet addiction" "Self-awareness of the role of confusion","social isolation" and other network invasion problem in this Big Date Era.