新媒体公益广告的效果优化研究

Research on effect optimization of new media public service advertisement

新媒体公益广告是以数字技术为基础、以网络为媒介进行公益广告信息的传播,是互联网时代传递核心价值观的全新方式。采用网络询问法,访谈近50位从事广告营销和传播的行业专家。通过他们对国内新媒体公益广告的态度评价,重点询问如何提升新媒体公益广告制作和传播效果的措施,以期更好地借助新媒体特点提升国内公益广告的制作水平和传播效果。通过发挥新媒体传播媒介的优势,更好地传播正能量,提升中华民族的文化素养和文化自信。

New media public service advertising is based on digital technology and uses the network as a medium to disseminate public service advertising information.The new media public service advertisement is a new way to transmit the core values in the Internet era.This paper uses the method of network inquiry to interview nearly 50 industry experts engaged in advertising marketing and communication.Through their attitude evaluation of new media public service ads in China,we mainly asked them how to improve the production and communication effect of new media public service ads,in order to better improve the production level and communication effect of domestic public service ads with the help of the characteristics of new media.Based on the advantages of new media,we can better spread positive energy and improve the cultural quality and confidence of the Chinese nation.