"Multi-modal Discourse Analysis Of CCTV Spring Festival Gala Public Service Advertising"

Since its insertion in 2013,CCTV Spring Festival Gala PSAs have been widely noticed by the public by virtue of their pure and natural intimacy.After nine years of accumulation,CCTV Spring Festival Gala PSAs have become a benchmark nationwide and a leader in the PSA matrix.Aired during the sacred time of collective revelry,the Spring Festival Gala PSAs not only create a festive aura,but also carry on the responsibility of advocating social morality,appealing for the practice of nuclear socialist values,gathering national spirit.In the process,visual and auditory language becomes especially important,as they directly affect the quality of the meaning of the Spring Festival TV PSAs.Therefore,it is necessary to study the audio-visual research of CCTV Spring Festival Gala PSAs and their meaningful value.As of 2021,27 CCTV Spring Festival Gala PSAs have been broadcast.This paper takes 27 PSAs as samples,analyzes their visual language,auditory language and formation style,and argues for the presentation of their meaning and the value of social mobilization.The whole paper is splited into four portions for discussion.The first portion is the definition of the notion.The analysis of the audiovisual language of CCTV Spring Festival Gala PSAs is based on the analysis of multimodal discourse,so it is necessary to define the concepts of Spring Festival Gala PSAs and multimodal discourse in this part.The second part is an analysis of the visual language modality of CCTV Spring Festival Gala PSAs,including characters,colors,symbols,shots and words,and a detailed analysis of the visual presentation style.The third portion is an analysis of the auditory language modality of CCTV Spring Festival Gala PSAs,whcch are voice modality in the linguistic system,i.e.,character dialogue and internal monologue;and the voice modality in the non-linguistic system,i.e.,sound effects and music.These two parts are theoretically based on the principles of audiovisual language and knowledge of communication.The fourth part returns to the essence of PSAs-social mobilization-and integrates audiovisual elements to heighten the connection effect of PSAs and probe into the presentation of their meaning.