The Analysis Of Documentary Narrative Strategies Of TV Public Service Advertisement

we can not only position “sincere communication” as a program of documantarytelevision public service advertisement according to the producers,but also can approriatelyposition it as a fine short program of personage news.The use of documentary approachmake “sincere communication” turned into documentary narrative thoroughly,and changedthe fictitious narrative which be used widely by many ads.The protagonist organise andnarrate the realistic events from their own experiences,and the viewers who live in thesame social context learn about them by the narrative,and to create common grounds inmainstream value.This article aim to explore the distinctive narrative strategies of “sincerecommunication” which integrate with documentary approach,public advocate andpropaganda task in using literature study method and content analysis.The study found thatthis program extremely highlighted the truth and hide the manipulation by combininglimit knowperspective of first person with omniscient view of the third person,adoptednarrative structure of the before and after comparison and progressive accumulation toshow the obvious growth in people. The program also take advantage of the picture ofsymbolic narrative,details of the narrative,the light and color of narrative to convertlyguide audiences into a emotional atmosphere which had been regulated by producers.The collision and combination of news, publicity and public welfare has beenreflected after the application of the narrative strategies mentioned above,the most explicitnature is news,yet the publicity is secretly hidden.In fact, both of them had put on a cloakof the public welfare in this program.This layout of the intrinsic properties revealed that“sincere communication” drowed the the true power as its core and concealing thepropaganda intention.In addition,the program regard the spread of public spirit which demonstrate it’s values as external pursuit.By highly featuring the News and public welfare and wrapping the publicity,theauthor think that long-term practice of “sincere communication” proved that it had been asustainable development way of television public service advertisements. It is alsoimportant to grasp the rules of the operation of respective characteristics of News, publicityand public welfare,then we customized the narrative strategy that meets the propertiesdemands under the background of multiple attributes of the game and fusion process.Thisis absolutely a good way for The Chinese media product to realize the communicationeffect and to taking all aspects of demand into account in the propaganda background.