From Watching To Participating

Public service advertising is a means of modern society to publicize civilized ideas and improve moral standards.Its presentation methods and quality have been greatly developed over time.However,there are still limitations in the process of communication and design,which leads to the overall low development level of domestic public service advertising.With the support of digital technology,interactive public service advertising has come into the public eye and attracted the public with its new experience.Advertising content into public thought,only rely on watching little effect,the key is to participate,here participation refers to the interactive process of the audience to make the corresponding behavior with advertising,from the perspective of behavior participation to design interactive public service advertising in public space is particularly necessary.In order to further improve the communication effect of public service concept and promote the meaningful integration of public service advertising and interactive technology,the research focuses on the behavior participation in the advertising process.By comparing and mining the representative interactive advertising design cases and related literature,it combines the actual creation process of interactive public service advertising from three aspects of content,behavior and emotion,This paper explores the design principles and methods of the audience's behavior participation in the process of advertising information transmission.Creatively from the perspective of experience,based on behavior participation,the idea of public welfare and interactive technology are combined to provide ideas for the design and development of interactive public service advertising in public space.