The Communication Effect of Thai Public Service Advertising in China: A Semiotic Analysis

Abstract

With the increasing significance of public service advertising in information dissemination and value guidance, the dissemination effect of Thai public service advertisements in China has attracted widespread attention. This study selected 20 Thai public service advertisements from 2015 to 2022. It uses case analysis and semiotic theory to deeply explore the role of visual and auditory symbols in the effectiveness and dissemination of Thai public service advertisements. Questionnaire survey and in-depth interview methods were used to research the dissemination effects of Thai public service advertisements on Chinese audiences. Research has found that in Thai public service advertisements, using populist character symbols, philosophical textual symbols, realistic scene symbols, and appropriate auditory symbols can significantly improve advertising effectiveness and the spread of information. Thai public service advertising is found to significantly impact Chinese audiences in the aspects of cognition, attitude, and behaviour. This study provides a reference for creating and disseminating Chinese public service advertising. It is expected to promote further the exploration of content production in Chinese public service advertising.