Based on the multidisciplinary characteristics of "intangible cultural heritage" research, the work aims to continuously deepen the understanding of the cultural significance of "intangible cultural heritage", strive to establish the connection with existing academic perspectives and knowledge systems, explore new methods for public service advertisement research and practice, and contribute to the development of "intangible cultural heritage" research. From the perspectives of art design, design psychology, and communication, through the application of "intangible cultural heritage" elements in public service advertisement design, the "intangible cultural heritage" elements were highly refined and integrated with Eastern aesthetic ideas. The creative thinking was applied to enrich the creative content and innovate the expression form, and then conduct demonstration with the author's long-term practice of graphic public service advertisement design and the innovative educational method of "intangible cultural heritage into universities". The "intangible cultural heritage" elements provided strong support for the design and dissemination of public service advertisements. On the other hand, the innovation of public service advertisement design fed back to the inheritance and dissemination of "intangible cultural heritage". The "intangible cultural heritage" elements have a unique impact on the creative thinking and expression forms of public service advertisement, enhancing the height of public service advertisement innovation and forming a new path for the design and innovation of original public service advertisement.