Journal of Chaohu University ›› 2021, Vol. 23 ›› Issue (2): 83-89.doi: 10.12152/j.issn.1672-2868.2021.02.012

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Innovative Communication of Public Service Advertising in China during COVID-19

LI Wen-juan:School of Literature Media and Educational Science, Chaohu University; YANG Long-fei:School of Literature Media and Art, Tongling University   

  1. 1. School of Literature Media and Educational Science, Chaohu University, Chaohu Anhui 238024;  2. School of Literature Media and Art, Tongling University, Tongling Anhui 244000
  • Received:2020-07-30 Online:2021-03-25 Published:2021-06-02

Abstract: During COVID-19, domestic public service advertising presented innovative features such as multi-level release subjects, three-dimensional carriers, relatively rich contents and focusing on emotional appeal to realize the effect of empathy. The advertising effect has improved. Combined with the existing communication experience, in the future, public service advertising communication in public health emergencies should further understand the needs of the audience, tap the national cultural characteristics, gather social intelligence, bring into play the benefits of channel linkage, integrate new technologies and maximize the communication value.

Key words: public service advertising, COVID-19, public health emergencies, innovative communication

CLC Number: 

  • F713.81