Empirical Research On The Effects Of Urban Public Service Advertisement“Stressing Civilization And Establishing New Trends” In Nanning

With the rapid development of China’s economy,our cities have dramatically changed.While infrastructure speeds up,spiritual civilization of urban people also need to be strengthened,making economic foundation and superstructure develop simultaneously.In order to implement the spirit of 18 th CPC National Congress and create a civilized city,Nanning held a urban public service advertisement activity “stressing civilization and establishing new trends^,aimed at improving the construction of spiritual civilization and culture and moral level among citizens in Nanning,and simultaneously shaping an image of civilized city.Since the development of urban public service advertisement can reflect the level of urban social civilization to some extent,the research on the effects of Nanning public service advertisement “stressing civilization and establishing new trends” can provide a standard and suggestions for the development of urban civilization in Nanning.This paper firstly explained the concept and characteristics of public service advertisement,and introduced its development history.Besides,it summarized the current situation of Nanning public service advertisement ’’stressing civilization and establishing new trends” from three aspects:the disseminator of advertisement,dissemination contents and media.In addition,based on assessment indicators of advertising dissemination effects,psychological effects,social effects,this paper,supported by 5W theories of communication,DAGMAR mode of audience psychology and other theories,made an effect analysis on Nanning public service advertisement.Questionnaire is utilized to conduct an empirical research on it.At last,the paper concluded the advertisement effects and and proposed suggestions measures for the development of Nanning public service advertisement aimed at the problems appearing in the process of advertisement effect analysis.This paper also provided data support and effective strategies with the purpose of further influencing the audiences by public service advertisement.