Symbolic Narrative Research Of Public Service Ads In CCTV Spring Festival Evening Gala

In 2013,public service ads inter cut in CCTV Spring Festival Evening gala for the first time,and it continues to this day.Watch CCTV Spring Festival Evening Gala during the Spring Festival,is has become a new custom for Chinese people to celebrate the Spring Festival.In addition to providing entertainment programs for the audience to enjoy the function of joy,CCTV Spring Festival Evening Gala also has the function of establishing national ceremony,spreading cultural brand and carrying out value orientation.And public service ads in CCTV Spring Festival Evening Gala as a special form of advertising,it inter cut in CCTV Spring Festival Evening Gala,has the purpose of spreading ideology and constructing national identity moreover.The core content of public service ads in CCTV Spring Festival Evening Gala is centers on returning home during the Spring Festival,traditional culture and etiquette,national development and changes.Through the narration of heart-warming stories,the common national feelings of Chinese people are presented,so that the audience arises spontaneously to love and identify with the country and traditional Chinese culture.Advertising itself is a narrative behavior,but also a set of systematic symbolic operation behavior.Whether in the west or in China,it is very common to study advertisement from the Angle of narratology and semiotics.The new subject-symbolic narratology provides a new perspective for the study of advertising,it has both the logic of semiotics and the connotation of narratology.Symbolic narratology studies the "narrative" of various symbolic texts.Its inspection category includes three branches of semiotics: symbol form,symbol meaning and symbol use.But the emphasis is symbol use.That is to study the ideographic use of symbols and the context in which narrative texts are used and to explore the way in which texts are received.This paper,based on the theory of symbolic narration and the symbolic narration of public service ads in CCTV Spring Festival Evening Gala,analyzes the symbol application,symbol narration and the construction of meaning of public service ads in CCTV Spring Festival Evening Gala.The public service ads in CCTV Spring Festival Evening Gala are rooted in the culturalnarrative symbols,a large number of cultural symbols of the year and Chinese traditional cultural symbols are used.These symbols together with the symbols required by the specific advertising narrative plot form the symbol group of public service ads in CCTV Spring Festival Evening Gala.According to Pierce's symbolic tripartite method,these symbols can be divided into three types: icon?index and symbol.Each type of symbol carries a different narrative function in the public service ads in CCTV Spring Festival Evening Gala.Icons are mainly used to create narrative scenes and reproduce the authenticity of the story;Index is mainly used to explain the narrative background and depict the details of the story;symbols are mainly used to convey emotions and carry out cultural representation.Moreover,these symbols are of great research value in combination mode and compilation mechanism.All symbolic ideographic activities are the result of biaxial operation of combination axis and aggregation axis.Under the action of the two axes of the horizontal combination and the vertical convergence of symbols,a series of symbolic texts are formed.These symbolic texts jointly express the significance of public service ads in CCTV Spring Festival Evening Gala.In the specific symbol narration of public service ads in CCTV Spring Festival Evening Gala,symbol plays an important role,which constructs the narrative text and narrative space of advertisement.In addition,symbols are used to express meanings.In the process of narration of symbols in public service ads in CCTV Spring Festival Evening Gala,the meaning of advertisements is finally constructed through the function of symbols.This paper discusses four ways of constructing the symbolic narrative meaning of public service ads in CCTV Spring Festival Evening Gala: Symbol's "shift speed",symbol's "Idioms",symbol's meaning "defamiliarization" and symbol rhetoric.Through the application of these methods,the public service ads in CCTV Spring Festival Evening Gala convey the broad and profound Chinese traditional culture,show the common feelings of the Chinese nation,and at the same time establish the common sense of national identity in the hearts of hundreds of millions of Chinese people.