Research On Interactive Public Service Announcements Of Publicis

In the collation and analysis of 72 public interactive advertisings of Publicis ,and found strong interaction is the biggest characteristic of interactive advertising. In the public lion charity interactive advertising, most of the interactive links can be limited through the network or mobile phone to participate in the way of advertising is also point to point-based. Public lion charity interactive advertising at different stages have provided interactive links for the audience, but the audience is still the most involved in the feedback phase. In addition,the audience to participate in a lot of channels of interaction, covering online and offline, but the main line. Visit the site, social media sharing, scan QR code, download mobile APP are the audience to use the interactive way.Strong practicality is the second feature of public interest interactive advertising.The use of public interest in the narrative perspective of the third person is the most common, giving the audience an objective and realistic impression. In addition, to remove the emotional, rational and reasonable combination of three basic demands,the experience is also the public interest in interactive advertising in the important means of appeal. In general, the audience is the identity of the spectator to take the initiative to close the public service advertising and interactive part of the active participation. Public interest interactive advertising can not only affect the social organization and personal attitudes and behavior, and even change the government plan to promote the legal changes.Publicis’s interactive public service advertising change the public service advertising skills, so that the audience can contact anytime and anywhere information,the use of rational and objective content expression techniques to improve the credibility of public content, and for the audience to participate in public welfare activities to provide a variety of ways. It also shows a variety of interactive advertising advertising perspective, a reasonable combination of online and offline level of interaction to meet the needs of different audiences, and reflects the three trends in public service advertising: from the choice of the audience to the audience,from one-way promotion to two-way interaction,from multimedia to cross-media communication. At the same time, according to the development status of public service advertisements in China and the survey results of the audience, the main shortcomings of public service advertisements in our country are two aspects: form and effect, and the interactive way of public interest interactive advertising is not only Public service advertising in the form of reference.