Research On Visual And Communication Innovation Of Public Service Advertisements Based On Cross-Media

The rapid development of the Internet and information interaction technology has promoted the rapid innovation of the media and created the experience of the economy.The emerging media that spew out all kinds of things provide convenience for human society,and they are constantly reshaping people s media concepts,optimizing,reconstructing and even subverting people's information behavior.Compared with the characteristics of maturity,stability and easy implementation of traditional media,the new media emphasizes the multi-sensory interactive experience and further broadens the connotation and extension of visual communication design.At the same time,however,people's sense of identity from the thinking paradigm to the behavioral habits that have been formed in the long-term use of traditional media is difficult to be completely broken and abolished in a short time.Therefore,for a long time in the future,new and old media will find new development space for each other in a cooperative and symbiotic way,forming a cross-media pattern.This provides new opportunities and new means for the current public service advertisement creation,and also proposes new tasks and new challenges.With the deepening of the integration between new and old media,especially the strong intervention of the experience economy and the growing popularity of mass communication,people have a higher spiritual pursuit and experience expectation for the visual and communication forms of public service advertising,based on traditional media.Public service advertisements created in the form and single media channels obviously have no way to satisfy the audience's appeal for multi-sensory experience.Under the new era,the creation of public service advertisements requires the visual language of the times to realize the innovation of its visual presentation and communication form.Create a public service advertisement with more artistic appeal and information appeal,in order to open up a new interface and information access,and achieve convenient communication with the society and the public.Cross-media,with its huge advantages in diversified presentation,multi-sensory experience and multi-channel communication,gives the public service advertisements more creative space and stronger technical support in content,form and communication,which greatly strengthens The visual creative expression of public service advertisements enriches its visual presentation and communication form,enhances the multi-sensory interactive experience with the audience,deepens the audience's thinking and interpretation of the theme and content of the advertising work,and then produces greater social benefitsThe article firstly systematically demonstrates the inevitability and feasibility of cross-media visual and communication innovation for public service advertisements.Secondly,it conducts an in-depth analysis of the information behavior,aesthetic experience and value orientation of public service advertisement audiences in cross-media context,thus Media Vision and Communication Innovation seeks to be based on;once again,cross-media vision and communication for public service advertising from the aspects of promoting materialization and non-materialization,strengthening two-way interaction,expanding spatial multidimensionality,enhancing dynamic and coordination,and enriching sensory three-dimensionality Innovative exploration methods are combined with design practice cases to verify;finally,some thoughts on cross-media vision and communication innovation of public service advertisements are put forward,and the future development trend is forecasted.