| The CCTV Spring Festival gala began in 1983 and has been held for 38 years.Based on this special ceremony,public service advertisements were also included in the CCTV Spring Festival gala in 2013(the year of the snake in the lunar calendar).The core contents are mainly about the happy reunion of the family during the Spring Festival,Chinese elements(culture),Chinese New Year,Chinese traditional folk culture and other elements.As a carrier of cultural communication,the CCTV Spring Festival gala public service advertisement,with its tender narration and promotion of traditional virtues,arouses the audience's impression and arouses their emotional resonance,effectively spreads the essence of national culture and constructs the identity of the country.This paper takes the public service advertisement of CCTV Spring Festival Gala as the object of study,and takes the excellent Chinese culture it presents as the starting point of the main study,aiming at clarifying the communication of the public service advertisement of CCTV Spring Festival Gala and the relationship between the excellent Traditional Chinese culture and the core socialist values it contains as the key content of this paper.Chinese culture is the lifeblood of life of the Chinese nation,and the Chinese excellent traditional culture belongs to the essence of Chinese culture part,it accumulates with the deep spiritual pursuit of the Chinese nation,contain the genes of the Chinese nation spirit,represent the fundamental spirit of the Chinese nation genes,represents the unique identification of the Chinese nation,is a perennial,development of the Chinese nation's rich nourishing.The public service advertisement of CCTV Spring Festival Gala is generated in the cultural framework of CCTV during the Spring Festival.It is in a special audiovisual environment and is a cultural construction compared with other communication forms of excellent Traditional Chinese culture.Through the comparison and analysis of the contents of Chinese excellent traditional culture in 38 effective advertising texts from 2013 to 2020,this paper will discuss them from the perspectives of ideology,politics,society and ecology.At the same time,the value of advertising communication and cultural communication as well as thecommunication value of CCTV Spring Festival Gala public service advertisement are analyzed in depth.Finally,the communication dilemma and breakthrough path of CCTV Spring Festival Gala public service advertisement are expounded.This research consists of five parts.The first part is the introduction,which mainly expounds the research background and research significance of this research,summarizes and summarizes the existing research on the content of this paper at home and abroad,and on this basis summarizes the innovation points of this paper.The first chapter mainly expounds the communication background,communication content,characteristics and cultural contents of the CCTV Spring Festival gala public service advertisements.Among them,the cultural content that CCTV Spring Festival gala public service advertisement spreads to the audience can be mainly divided into four categories: Spring Festival culture,system culture,material culture and spiritual culture.The second chapter for the CCTV Spring Festival gala public service ads for the construction of Chinese excellent traditional culture,mainly for spiritual culture is extracted,and the Chinese excellent traditional culture from four aspects combined with advertising on deep analysis: the country one of the spiritual construction were presented for the advertisement of Confucianism,Taoism,mohist analysis,the basic proposition of common ideal rule of political construction,respectively,the four levels of society,the people and the new era of identity,social construction of ethics of extracting the traditional virtues of the advertising and analysed,the concept of natural ecological construction are analyzed from person to person,and the ecological relationship between man and nature.The third chapter is the communication value of the CCTV Spring Festival gala public service advertisement.According to the content of the second chapter,on the other hand the Chinese excellent traditional culture spread in society for a long time after the analysis of the impact of cultural values,the socialist core values and corresponds to the Chinese excellent traditional culture,Chinese excellent traditional culture of the long-term dissemination of socialist core values of cultivation and practice plays an important role.This paper analyzes the relationship and contemporary expression of Chinese fine traditional culture and socialist core values from the national,social and individual levels.The fourth chapter expounds the research found the dilemma facing the CCTV Spring Festival gala public welfare advertisement and its breakthrough path: the audience aesthetic differences,medium in the process of the propagation of a single,specific,transmission range of limitations,leading to the CCTV Spring Festival gala psas to face difficulties in the communicationprocess,only by increasing the cultural content directly,reduce the threshold of the audience,increase the amount of broadcast advertising,can be out of the current difficulties in the process of advertising communication. |
PDF Full Text Request