A Strategies Awareness Model for Public Service Advertising in China

Abstract

This study explores the potential of constructing a strategic awareness model for Chinese public service advertising, with a focus on enhancing the strategic awareness of Chinese public service advertising by studying the successful strategies of Thai public service advertising and the characteristics of Chinese public service advertising. The main objectives of the study include:1)Study and Analysis the Key Success Model of Communication in Thai Public Service Advertising.2)A new strategic awareness model for developing public service advertising in China.3)Evaluation and recognition of the new model of public service advertising strategy awareness in China.

Research Method:This study adopts a combination of qualitative and quantitative methods, including literature analysis, case analysis, expert interviews, focus group interviews, questionnaire surveys, etc.

Research results found that: 1) The key to the success of Thai public service advertising lies in its selected themes, user-friendly character symbols, locally colored scene symbols, vivid storytelling ability, easy to understand content, creative expression, profound audience insights, and unique narrative techniques. 2) Proposed a strategic awareness model for Chinese public service advertising, including creative strategies, audience insights, creative level, localization elements, and editing skills; Applying semiotics and narratology to public service advertising creation, specific symbolic and narrative strategies have been proposed; By combining Chinese localization elements and new media strategies, as well as integrating cultural values, to enhance the attractiveness of public service advertising to audiences; And draw inspiration from the successful strategies of Thai public service advertising, propose storytelling emotional strategies, including storytelling techniques, adaptation of real stories, and emotional stories.3）When evaluating the "Chinese Public Service Advertising Strategy Awareness Model," its significant effects are evident in its adaptation to China's unique environment and the enhancement of public service advertising quality. However, the model still needs to deepen its optimization to improve the actual effectiveness and social engagement of the advertising. For advertisers, this research provides practical guidance, helping them create attractive and emotionally resonant public service advertisements. Moreover, the empirical analysis of this study offers theoretical support for the dissemination of public service advertising across different cultural backgrounds.

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