Research On "sincere Communication" In Micro - Documentary Public Service Advertisements

At present, the documentary public service advertising has just started in China. Sincere Communication, a "micro column" launched by CCTV news channel, is relatively representative. It is the only "documentary public service advertising" column in China at present. This column considers "sincere communication" as its general public-interest theme. Its broadcast duration is90seconds every program. It is broadcasted circularly on China Central Television news channel. A new one will be shown every seven to ten days. Since the debut of this program in April,2002, there has been over a hundred public-interest short propaganda films shot and broadcasted in total. So we can say that it is pioneering in Chinese "same-themed documentary public service advertising". As the fixed column with the least time of CCTV, Sincere Communication lays great emphasis on the widespread social significance of case selection. Therefore, it has set up a batch of social typical cases and examples for a fairly long time. Still more, the shooting methods of Sincere Communication have a style of their own, such as the application of high-contrast shadows and close-up images at high proportion, the interspersion of the first-person perspective, the main perspective narration with interior monologues and so on. It has obtained its own unique "communication style" image style. It becomes the target that TV spots rush to imitate.Sincere Communication is greatly distinctive compared with the traditional public service advertisements; its existence provides the creation and development of the public service advertisements with a brand new thought. It unites news-styled interviewing way, the shooting ways of documentaries and the operation mode of advertising films creatively and organically, generating the unique program form. In addition, the column-styled broadcasting way makes the communication of ideas of public service advertisements the institutionalized and systematized communication project. In this sense, the existence of Sincere Communication has the milestone significance in the course of the development of public service advertisements. However, having so many advantages, the documentary public service advertisements and the column itself haven’t gained much attention. This deserves reflection. Then what causes the lack of attention of this column? For addressing this question, this essay comprehensively interprets Sincere Communication from the aspects of content selection, image expression, and style presentation and whereby seeks for the uniqueness and novelty of this column and the existing questions. Furthermore, this essay also focus on illustrating the communication strategies and the communication notions of Sincere Communication.In the last part, the essay conducts detailed analysis of the existing questions of the current column and the further potential difficulties, and makes prospect forecast, with the purpose of providing referential experience for the creation of other similar columns through such efforts.The innovation point of this essay is that probing into the documentary public service advertisements can pioneer a new way and provide experience for the follow-up researches in the sense of research. Moreover, from the perspective of practice, the theoretical construct can offer favorable guidance for the detailed practical operation. It can be said that such research is of extremely typical significance of sample. Because the documentary public service advertisement is the creative unity of documentaries and public service advertisements; it has both advantages at the same time. Consequently, on one hand, the research on the documentary public service advertisements in fact is the comparative research and the identity research of documentaries and public service advertisements.Finally, the structure of the article is divided into seven parts mainly:The first chapter:introduction; The second chapter:documentary summary:public service advertising; The third chapter "research," sincere communication; The fourth chapter:" aesthetic value," sincere communication; The fifth chapter:"sincere communication", the dissemination of ideas; The sixth chapter:communication strategies; Chapter seventh:"there are sincere, communication" problem; The eighth chapter ","the prospect of sincere communication.