Research On The Narrative Characteristics Of CCTV TV Public Service Advertisements

Advertising narration originated in the 1990 s. The direction and the research position, when Roland Barthes bring the introduction of the narrative in the field of social science research into the narratology research scope. Naturally, Advertising narration began to enter in the field of narratology research. As for the nature and elements of the advertising are going in,in one word, the combination of advertising and narrative is a kind of inevitable result.Narrative theory was introduced to the research of advertising, after a long period of time. The development of advertising standardization and systematization gradually make the advertisers pay more attention to the advertising narration development.Therefore, a new batch of advertisings which is both economy and appreciate the value of ads appearing public, which has become the new pattern of advertising model for mass appeal.With the high speed of commodity economy development. Advertising as a new social text, which is received the attention of many scholars naturally. Modern advertising analysis, containing the text analysis of advertising, advertising psychology analysis and psychology category combined, in addition, the analysis of the narrative mode has gradually set foot into the analysis way of Advertising.Depended on this study circumstances, many researchers think advertising narration should only include two parts, first is the advertising of narrative text and language, in other words.Just the advertising preach discourse in narrative language should be contained in a narrative research.But another part of the scholars hold different attitude that advertising is a grand proposition for narrative, and put the advertising into the narrative because the content of the advertisement contains a part of the narrative is ridiculous.But stand at the utility of the Ads itself, advertising aims to the promotion product concept, and affect the audience's cognitive behavior.For public service ads, public service ads in the foreign scholars is defined as a PSA(public service advertisement), namely the social public service advertising. Public service ads and public welfare advertisement definition has the same view nature of domestic's, and domestic scholars study suggests that public service ads are known as public service ads, because it is different from general commercial advertisement.The interests of the public service ads appeal to benefit the whole society members' that common interests and national interests. In the view of public welfare advertisement characteristics, In the development on the study of public service ads, different scholars have their different way to make a survey in the public welfare advertisement communication ways, communication effect with the different research methods. In the propaganda of advertising text, discourse text has become the focus of attention and scene, and the narrative research methods were introduced into the content analysis of public service ads gradually.There is a few Domestic research achievement on CCTV television public service ads.As for CCTV a leading mainstream media, whose television public service ads represented its social responsibility and social function.television public service ads which made by CCTV has become a new direction of some scholars research. They think the public service ads easy to get people's approval, and completed his should play the role of cultural integration because of its lively form, the moral contents of social science, closing to life,. This essay' author through to make a analysis on China central television,which is made by CCTV and have been broadcasted. 2008 as so far.Stand at the perspective of narratology, making a summarizes the narrative characteristics of the recent CCTV television public service ads, showing personal opinions and views.