Research on Long-term Mechanism and Countermeasures of Public Service Advertising in Construction of Civilized City Taking Zhuhai City of Guangdong Province in China as an Example

DOI

10.2991/iccese-19.2019.150How to use a DOI?

Keywords

public service advertising; civilized city; Zhuhai; long-term mechanism and countermeasure

Abstract

Public service advertising can effectively promote the shaping and propagating of the image of civilized city. Taking Zhuhai City, Guangdong Province, China as the object, this paper discusses the realistic basis and specific content of public service advertising for optimizing the construction of civilized image of Zhuhai city; based on the public's acceptance to public service advertising in the construction of civilized city, this paper finds out the predicaments of playing the role of public service advertising in civilized construction of Zhuhai city and puts forward applicable countermeasures. This research was conducted in field investigation method. Consequently, 762 valid questionnaires were collected in Zhuhai in total; and 1,226 photos were taken in Zhuhai. Over an analysis on the obtained data through SPSS 23.0, it is found that, in aspect of communication and contact, the public service advertising related to the construction of civilized Zhuhai city has high reach rate, wide coverage, high contact frequency and general memory accumulation effect; in aspect of creativity and design, such public service advertising has good creative elements in performance and its design is well fused with the urban landscape and well connected to the historical culture of Zhuhai, but still with improvement spaces; in aspect of advertising attitude, such public service advertising has high degree of recognition, diversified behavior and insufficient emotions in it. Meanwhile, it is also found that Zhuhai people's emotion for public service advertising showed a significant positive correlation with their impression on Zhuhai. Based on those findings, this paper puts forward four applicable countermeasures and suggestions, namely: strengthening the cooperation among government, educational circles and various industries to attach importance to innovation in advertising content; using a variety of new forms of advertising, establishing feedback mechanism, and enhancing interaction with people; optimizing the media combined to enhance people's memory on the advertising; specifying the rules for advertising publication and broadcasting to protect the integrity of natural human landscape. This research achievement can provide some referential materials for the construction of civilized cities in China.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Li Pan
PY  - 2019/04
DA  - 2019/04
TI  - Research on Long-term Mechanism and Countermeasures of Public Service Advertising in Construction of Civilized City Taking Zhuhai City of Guangdong Province in China as an Example
BT  - Proceedings of the 3rd International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2019)
PB  - Atlantis Press
SP  - 692
EP  - 698
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccese-19.2019.150
DO  - 10.2991/iccese-19.2019.150
ID  - Pan2019/04
ER  -