Research On The Enunciate Of Public Service Advertising Value In The New Era

The research on the expression of values in public service advertising is not only the inevitable result of the changes of Chinese social development,but also the inevitable response to it.Annual of ad productions in China aims to enhance the whole society’s concern and participation in advertising.Public service advertising unit in IAI is not only the support of public service advertising research,but also the active participation of various subjects to encourage public service advertising.It entries gradually cover the plane,film and television,outdoor advertising works,and radiation covers the mainland,Hongkong,Macao,Taiwan and other regions.It summarizes the types and characteristics of public service advertisements in Annual of ad productions in China by combining the content analysis,mathematical statistics and expert interview methods with the theory of advertising,sociology and philosophy,then analyzes and discusses the contents and rules of thevalue of public service advertisements.The study consists of five parts,to solve three major problems: In the new period,how to follow the track of the development of public service advertising in China during the new period,the differences in the orientation and function of different types of advertising works,and the characteristics of the value of public service advertising.The studies have shown:In the new era,the development of public service advertising in China has experienced four stages: the initial period(1979-1995),the exploration period(1996-2003),the initial development period(2003-2008),the rapid development period(2008-).Public service advertising in China began to rise after 1979.In 1996,the theme of public service activities carried out in the month,the development of public service ads into a new situation.After 2003,from the government regulation,event driven Chinese public service ads into the stable development period.From 2008,the rise of the great powers and the further strengthening of national identity demands,public service ads into the rapid development.From the point of view of the evolution of public service ads,public service ads in the layout,advertising language,appeals to change the way to match the expression of information transmission and values.Through the expression of the value of public works,political transmission,social fashion,behavior norms to promote the role of people’s ideological emancipation.The value orientation of public service advertising: the inheritance of traditional Chinese culture and the reconstruction of modern values.Changes in the value of the expression of public service ads in the traditional cultural values of the return and development,follow the track of changes in the times,the formation of the mainstream values and the relationship between the lead and feed back the law.