Research On Emotional Mobilization Of Public Service Advertisements In The Official Microblog Of People’s Daily

my country’s public service advertising is in a period of prosperity and development,and all parties pay more and more attention to it.It has become a widespread and positive social phenomenon to reflect social issues and promote mainstream values through public service advertisements.With the development and expansion of network media,traditional media are facing a large loss of audiences.In such a social context,in order to retain audiences,public service advertisements must innovate advertising communication strategies,which have achieved better communication effects.It has been proved that audiences prefer public service advertisements with strong stories,and public service advertisements almost mainly rely on emotional appeals in the process of promoting the change of the audience’s attitude and behavior,which is the purpose of advertising.Therefore,the combination of public service advertisements and emotional mobilization is an important research direction of public service advertising,and it has far-reaching significance for the research on the effect of public service advertising.The official Weibo of People’s Daily,as "China’s No.1 media Weibo",has 146 million followers so far.Using the official Weibo platform of People’s Daily to spread public service advertisements and conduct emotional mobilization plays an important role.This article takes the public service advertisements in the official Weibo of People’s Daily as a research sample to explore the necessary reasons for emotional mobilization,the emotions used,the mobilization strategy and the mobilization effect.Discourse is the core of the emotional mobilization mechanism.This article uses Gamson’s interpretive wrapping frame theory as an analytical tool and emotional mobilization theory as a guide to conduct research and finds that the public service advertisements in the official Weibo of People’s Daily are mainly in the process of emotional mobilization.The positive emotions are used for guidance,and the patriotic emotional frame,collective emotional frame and individual emotional frame are constructed using moving emotions.Taking netizens’ comments as a measure of the effect of emotional mobilization,it is found that the emotional mobilization of public service advertisements in the official Weibo of People’s Daily successfully aroused the patriotic,collective and humanitarian feelings of netizens and triggered collective behavior of netizens.Finally,according to the research in this paper,some development suggestions are put forward for the emotional mobilization of public service advertisements,and it is expected to provide some ideas for the development of public service advertisements in the future.