Thought on Communication Strategy of Chinese Public Service Advertising in New Media Environment

Yan ZOU

Abstract


With technical update and media development, new media age comes, which offers unprecedented development opportunity for communication of Chinese public service advertising. Meanwhile, numerous challenges are encountered. Based on analysis of “ice bucket challenge” public service activity which has swept the globe, the author studies public service advertising of Chinese new media, analyzes its development space, ponders over the plights and tries to offer relevant strategies suitable for new media for public service advertising of Chinese new media.


Keywords


New media; Public service advertising; Communication strategy

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References


Gao, P. (2001). Exploration of public service advertising. Beijing: China Radio and TV Press.

Li, M. H. (2006). Appreciation and analysis of foreign latest public service advertising. Modern Advertising, (6).

Tang, J. (2012). China’s new media public service advertising and development countermeasures. News Knowledge, (12).

Wang, B. H. (2010). Public service advertising under perspective of “theory of social responsibility of media. News World, (8).




DOI: http://dx.doi.org/10.3968/%25x

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