Author(s)

Chen Lina

Corresponding Author

Chen Lina

Abstract

With the continuous development and progress of China's new media technology, at this stage, the artistic and creative nature of many advertising campaigns in China has been greatly improved, and the public's attention to advertising has been greatly enhanced. From a realistic point of view, public service advertisements mainly emphasize advertising activities that provide free services to the society for the purpose of making profits. The effective dissemination of this kind of advertisement can not only greatly enhance the moral consciousness of the masses of the society, but also help to promote the development of spiritual civilization construction in China. The emergence of new media technology has provided a new impetus for the development of public service advertising. The effectiveness of this technology in the public service advertising work not only greatly reduces the probability of the emergence of public service advertising homogenization, but also greatly The artistic expression of enhanced public service advertisements has enhanced the aesthetic value of public service advertisements, and more and more people in the community have begun to pay attention to public service advertisements. This paper mainly analyzes the creativity and performance of public service advertisements in the new media environment. The purpose is to put forward some suggestions with strong feasibility to provide reference for public service advertisement communication work.

Keywords

New media; public service advertising; creativity; performance