While the media of traditional advertisement was limited as four major media such as television, newspapers, magazines and radio. But new media has expended in various ways recently such as Smart phone, Internet and Digital signage. As a result of emerging new media, the amount of an information became beyond comprehension. In technology, the information processing system has been developed to control a large amount of information. The Information processing system has been required for selecting valuable information among a large amount of information.
Furthermore, Users needed to apply this information processing system to their cognitive system. Because they pay attention to choose information among a large amount of them. Therefore, they stoped accepting information passively and started to pay closer attention to information through active choice. The development of technology has made it possible active interaction to attract users attention recently. And Interactive media has enabled user to communicate and participate actively.
In addition, the network technology and the development of the Internet made opportunity to share the experience by participation. It can made them develop and apply a variety of contents by emerging interactive media. But it is biased in commercial advertisement mostly.
In comparison, applications of many platforms in terms of public service advertisement is still limited at some point and it only uses traditional advertisement media. This paper suggests new design for public service advertisement to effectively accomplish the purpose of communication by using interactive media through research and analysis.
I will explain the concept of public service advertisement by analyze literature research and data from the relevant institutions and the perception of interactive outdoor advertisement by analyze literature research and research practices. National and international research practices, in terms of user interaction with the target type, by type and by analyzing the output divided by the type of interaction tools, in the outdoor advertising. Based on these research and study, I will design new interactive outdoor advertisement of public service accordingly.
This is a study for communication of public service advertisement through natural interaction of user in interactive outdoor advertisement more effectively. Therefore, The purpose of this paper is to lead to action to solve social problems that public service advertisement deal with.