融媒体时代健康类公益广告的创新传播——以新冠肺炎疫情期间的健康类公益广告为例

Innovative Communication of Health Public Service Advertising in the Era of Integrated Media——Take the Health Public Service Advertising during the COVID-19 Epidemic as An Example

“新冠疫情”防控过程中,健康类公益广告的传播价值凸显,在引导全社会积极做好防控工作上发挥了重要作用。健康类公益广告于融媒体时代迎来了新的发展空间,不同的传播主体、媒体平台、表现形式等相互交融、协同发力,在传播的各个环节中与受众共融共创价值,这将进一步提升该类广告的吸引力、传播力和影响力。

In the prevention of the COVID-19 epidemic,the health public service advertising played an important role in guiding the whole society to actively prevent the epidemic,of which the communication value was highlighted.Health public service advertising have ushered in a new development space in the era of converging media.Different communication subjects,media platforms,expression forms are converged with each other,and work together to co-create value with the audience in the various links of communication,which will further enhance the attractiveness,the dissemination and the influence of this type of advertising.