Study On The Narrative Strategy Of Public Service Advertising

Public service advertising and commercial advertising are the two main types of advertising.Public service advertising aims to focus on hot social issues through advertising,so as to guide people to form correct values and improve their behavior habits.Compared with commercial advertising,public service advertising has more social functions and values.In essence,the public service advertisement is a kind of information flow from the narrator to the listener,and the narrative is the main character in the flow process.Narration consists of two core concepts,"narration" and"event".“narration”" refers to the way a story is told,while "even" refers to the story and the elements that make up the story.Narrative is telling a story in a certain way and strategy.Narration is not only the strategy of public service advertising,but also the purpose of public service advertising.As a narrator,public service advertisement needs to use certain narrative strategies and means to complete the transmission of stories and information.In this process,the choice of narrative content and theme,the construction of narrative knot and narrative structure,and the application of narrative skills will play a role in the communication effect of public service advertising,and determine the quality of public service advertising.At the same time,the analysis of public service advertising in the aspect of narrative is also the enrichment of narrative theory.National TV Public Service Advertising Competition is a national advertising competition held by China Central Television.It was held for the first time in 2013,and has been held every two years since then.Currently,it has been held for three times.From 2013 to now,TV public service advertising in China has been developing rapidly.The works of this competition can be regarded as the typical representative of TV public service advertising in China.In this paper,a total of 124 advertisements awarded in the three TV Public Service Advertising Competition were taken as the research samples.Under the framework of narrative theory,the narrative strategies were analyzed from four directions: narrative theme,narrative perspective,narrators and narrative symbols,and the following conclusions were drawn:The theme setting of TV public service advertisements in China is influenced by the dual functions of traditional culture and foreign culture.The content is dominated by politics and closely follows the social hot spots.The main body of the narrator is the voice-over,the characters in the advertisement,the story itself and the advertisement picture.The narrative perspective includes both a single perspective and a compound perspective,and the transition of narrative is realized in the flow of the two.The combination of narrative symbols is based on the common cultural logic and the aggregation of homogeneous symbols,so as to generalize,reconstruct narrative time and space,participate in the plot,close the gap in the story,and achieve the function of emotional resonance with the audience.And from the narrative theme to tell Chinese stories well,the narrative subject pay attention to diversity,rich narrative symbol combination types and the construction of symbolic meaning of four aspects of enlightenment.