Research on effective communication forms and characteristics of public service advertisements for nurturing parenting skills in China

Abstract

This study is part of a larger research aimed at enhancing effective communication of parenting skills knowledge to Chinese parents. The purpose is to explore how to transform public service advertisements into effective training methods for Chinese parents by studying the media form, content expression, symbolic elements and other aspects of public service advertisements in China. This study documents the identification of effective communication characteristics of PSAs, in which advertisements in the form of cold and hot media have different sensory experience characteristics, their expressions of the central processing path, and the expression of the peripheral processing path of advertisements, which could be transformed to improve information transmission and are attractive to observers. The results found different characteristics in terms of language and nonverbal advertising content, which could create different effects on observers. This article mainly studies the different roles of different media forms, content expression, and symbolic elements in public service advertisements, as well as the communication effects of different forms of public service advertisements under different themes. The results have significant implications for developing a theoretical framework for the efficient dissemination of public service commercials and, consequently, for promoting happier families for developing children by improving parents' parenting knowledge.