Analysis Of The Content Of Video Public Service Advertisement In Cctv Network

In the rapid development of public service advertising today, relying on the Internet technology, China Central Television on December 28, 2009 founded China Network TV,and the establishment of the central focus of news sites - CCTV, and CCTV for the spread of public welfare set up a separate page , The TV public service ads, broadcast public service ads, pictures of public service ads, micro-film public service ads, including the collection of public welfare content, is China's most authoritative and influential dissemination of public welfare content of the site. This article mainly analyzes the video type of public service advertising, in the CCTV network public service advertising theme and narrative strategy related to understanding, public service advertising in the dissemination of the theme of the selected focus, through the use of public service advertising narrative strategy to analyze public service ads in The selection of the concept advocates, the setting of the plot and the application of the narrative technique,and the social utility of the public service advertisement. CCTV network public channel in the number of existing public service ads for the 804, a total of 90 pages,which focus on the site display a series of public interest for the core values of the series and the"good no trace" series. This paper uses the sample survey method to extract the whole sample, a total of 135 samples were selected, a total of 42 series of public information.Public service advertising in today's society has an important social benefits, the spread of public service advertising is conducive to the promotion of traditional Chinese culture,but also the citizens of the ideological and moral and behavior has a strong normative and binding role. In the human life,values and the formation of the world view has a strong influence. Public service advertising as a kind of awareness propaganda,not to take coercive measures, but through education to achieve its purpose of transmission, is a very high artistic and ideological forms of communication. Public service advertising will be the cultivation of civil society as a responsibility,to convey the benefits of social development of information for the community to work well. Public service advertising will be the social development of the contradictions and problems encountered to understand the current stage of the people are more concerned about the issue and finishing, through the theme of refining and narrative techniques to show the audience contradictions and problem-solving methods and guidance The general direction of social development. Through the needs of the audience to grasp, to create a widely disseminated and can make people generally understand the content of public service advertising in order to achieve public service advertising in the ideological and behavioral behavior, social harmony and atmosphere of the formation and maintenance purposes.