A Review of China’s Public Service Advertising Audience Research Based on Idealized Cognitive Models

Abstract

With the rapid development of new era and new media, opportunities and challenges of the development of public service advertising coexist. Against the backdrop of the times and the development of media, public service advertising needs to incorporate more subjects, so that the audience can pay more attention to and understand such advertisements. Based on the above social background, how to better publicize the mainstream values of society among the public with the help of public service advertising is what the current government needs to focus on and solve. This research combines the idealized cognitive models to elaborate the social value of public service advertising in the new era, with a view to giving suggestions to the state, government, society and other subjects, and contributing to the vigorous development of public service advertising in China.