A Research On The Design Of Print Environmental Public Service Advertisement Based On The Communication Effect

In the current situation of rapid economic growth and increasing conflict between resources and environment,it is imperative to strengthen the effectiveness of environmental protection dissemination and enhance public environmental awareness.As an important communication carrier,the environmental protection public service advertisements shoulder a very important responsibility in their design.Today,the main problems of Chinese environmental protection public service ads are scarce works,narrow choice of topics,a lack of creativity,and poor dissemination.It is worth thinking about how to design works that are more creative,more attractive to audiences,and easier to understand.Based on this,this study takes the environmental protection public service advertising design elements as the entry point,and takes the advertising communication effect as the framework,and proposes specific design strategies for environmental protection public service advertising through empirical research,with a view of providing a theoretical basis for future environmental protection print advertising works.Firstly,the morphological analysis method is used to obtain the morphological analysis matrix of the design elements of the environmental protection public service advertisements.The expert focus group method is used to further extract the design elements as the experimental research independent variables,which are the wide appeal,the image style and the position of the copy.Subsequently,on the basis of the AIDA model,2(general appeal: fear,sympathy)×3(image style: photography,hand-painted,vector drawing)× 3(copy position: lower left corner,bottom center,lower right corner)were tested.Internal design experiments,through the eye movement and questionnaire measurement methods to obtain data,the data analysis and design strategies.Finally,the design practice is guided according to the design strategy,to achieve the purpose of design verification theory.The main conclusions of this study are shown as follows:(1)Advertising appeals,image style,and copy position have a significant impact on the advertising indicators,advertising attitudes,and intentions of the three advertising test results.In-depth analysis found that the differences between fear and sympathetic appeal are affected by image style and copywriting.The influence of the location,the difference between the image styles is affected by the wide appeal and the location of the copy.For wide appeals,the use of sympathetic appeal will result in better advertising dissemination effect than fear appeal;for the image style,the use of photographic style will achieve better advertising dissemination effect than the hand-drawn style,vector drawing style;for the position of copywriting In words,when the copy position is placed at the bottom center of the picture,it will be better than the left bottom corner and the bottom right corner.Advertising appeals,image style,and copywriting position act synergistically,so sympathy appeals—the photographic style—at the bottom of the copy are the best design combinations.(2)Based on the results of empirical research,detailed design strategies were elaborated from the three aspects of sympathy appeal,photographic style,and bottomcentral copywriting position.First of all,using sympathy appeals to shake the mind,arouse strong sympathy from the audience,inspire the compassion of the audience,and then evoke motivation to help behavior.Second,when using photographic style to deepen the theme and appeals,attention should be paid to the use of post-production to show creativity,fine locality,highlighting the details.Finally,when the position of the copy is placed at the bottom of the center,it is conducive to visual browsing.In addition,do not use too much text in the copy to ensure that the information is conveyed as concise as possible.(3)The design practice was based on design strategies.Firstly,analyze the design background and find the source of design inspiration.Then based on the general process of the advertising design,a detailed design was made,and the finally,production of two environmental public service advertising are made,the first of which is 'mother,where are you',and the second of which is 'do not leave me please',and we made an Interactive presentation in the form of WeChat applet.This research carried out an empirical study on the design elements of environmental public service advertising,and put forward specific design strategies,which provided a theoretical basis for related design practice in the future.