Research On The Creative Practice Of New Media Interactive Public Service Advertisement

As one of the methods of public information dissemination,people are no longersatisfied with the traditional dissemination methods of public service advertising.In thecontext of digital communication,it is necessary to explore design methods that are in linewith the current public service advertising.The main argument of the subject is how to usethe interactive effects of public service advertisements to arouse the emotional resonance ofthe audience,so that it generates desire and attention for ecological environment protection.The thesis consists of five parts.The first part of the introduction mainly describes theresearch results of public service advertising in the context of new media and puts forwardthe main tasks and research methods of this article.The second part expounds thecharacteristics of PSA(public service advertising)in different communication eras,andfocuses on the analysis of the impact of new media on the design and creation of PSA in thecontemporary digital communications era.The third part mainly carried out social researchand audience research.Through the research,we found that the public welfareadvertisements related to Red-billed Gull in Kunming have room for development in content,form,and media.At the same time,the planning and design of public welfare advertisementsfor the subject need to focus on the following: Two issues: First,the audience 's awarenessand action on wildlife protection and ecological environment protection are in line with thecharacteristics of “low awareness and insufficient practice”;second,the audience 's appealfor PSA is focused on PSA screens and performance.Method,interactive experience andthematic content,the former is the target problem that PSA needs to solve,and the latter isthe basis for how PSA is created to solve the problem.The fourth part analyzes the problemsthat interaction design can solve in PSA.The first is the elaboration of the concepts andmeanings that interaction design can use in PSA,and the second is to solve the "cognitive" problem and stimulate "action".How the application of interaction design in public serviceadvertising helps the audience to establish an emotional experience to understand theadvertising concept more accurately and profoundly.Finally,it explains how to use exquisite pictures and meaningful interaction methods to create scenarios that are closely related tothe life of the audience and cause the audience to resonate,Enhance the audience'sawareness of environmental protection and induce the audience to produce ecologicalenvironment protection actions,and according to the characteristics of the new media,thefeedback information is again used for the display of public service advertising concepts.The creation of public service advertising should use the advantages of the media toserve the communication of public service advertising concepts in an all-round way,so as tomobilize the audience's emotional experience in an all-round way,so that the concept ofpublic service advertising can be fully displayed and understood.