城市公益广告传播效果提升路径研究——以蚌埠为例

Research on Ways to Improve the Communication Effect of Urban Public Service Advertisement:A Case Study of Bengbu

随着经济社会的快速发展,公益广告在城市形象树立、市民文明提升等方面的作用愈加重要。近年来,尤其是蚌埠创建全国文明城市以来,公益广告的发布从数量到质量均有了较大提高,但与此同时,仍存在传播媒介选择单一、创意设计水平不高、公益广告商业性比重较大、缺乏良性的资金保障体系等问题,整体传播效果尚不尽人意。基于此,从媒介组合、受众参与,创新创意、提高水平,投入市场、合作共赢,注重反馈、加强监管等方面提出有关提升蚌埠公益广告传播效果的有效路径。

With the rapid development of the economy and society,public service advertisements play an increasingly important role in building the city image and promoting the citizens'civilization.In recent years,especially since creating the national civilized city,public service ads in Bengbu released from the quantity to quality have been greatly improved.But at the same time,there is still a single medium and low level of creative design in public service advertising business.The problem of the overall communication effect is still unsatisfactory due to the large proportion of commercial weight and the lack of a benign financial security system.Based on this,this paper proposes effective ways to improve the communication effect of Bengbu public service advertisement from the aspects of media combination,audience participation,innovation and creativity,improving the level,putting into the market,win-win cooperation,paying attention to timely feedback,strengthening supervision and so on.The ways can be used as a reference for the dissemination of public service advertisements in other cities.