A Semiotic Study On CCTV Spring Festival Series Public Service Advertisements

During the 40 years of reform and opening up,China's total economic output has maintained a rapid growth rate.The overall transformation of society in all aspects has accelerated the people's living standards and continuously improved their quality of life.In recent years,TV public service advertisements have served as a mirror image of social development.Under the conscious demands of government media agencies,media guidance,humanistic care,and the cultural awareness of social responsibility,CCTV has launched the Spring Festival series of public service advertisements.Focusing on topics of social concern,hotspots,and traditional culture,we have selected ordinary people's real life segments to extract philanthropic advertisements that are highly ideological in nature and have received widespread attention and praise from society.TV public service advertisements are different from ordinary television advertisements in terms of their uniqueness.They are detached between the dual nature of public interest and commerciality,but they are more about passing people-oriented humanistic information to nurture a conceptual and ideological value.With the specific commercial goods and brands of commercial advertisements,the advertising audience can benefit from material consumption.The public service advertisements can only collide with the mind through sparks and guide the audience to accept the advertisement information to inspire people to think about the warning and take beneficial social action.Public service advertisements must convey an ideological concept that must be represented by a specific symbolic carrier or symbol group.The Spring Festival,as a symbolic symbol of traditional Chinese culture,plays an important role that cannot be ignored in the dissemination of traditional Chinese culture.Symbols must also be determined.It is to select and combine according to the advertising creativity and the communication law of the appeals of advertisements.It is necessary to make full use of the “arbitrariness” of the symbols and expand the creative space of advertisements.It is also necessary to take into account the “conventional customs” of symbols,and Conformity to local conditions and customs,following the habit of symbols,these all affect the social benefits of public service advertising.From the perspective of semiotic theory,this article selects CCTV(CCTV,CCTV for short)as a series of public service advertisements to be launched during the 2013-2017 Spring Festival.It is based on the literature and combines the symbols of advertising case analysis.Learn analytical methods to examine the use of the CCTV Spring Festival series of public service advertisements as a symbol in the traditional Chinese New Year cultural context.By restoring it to: What does the symbol for the Spring Festival series of PSAs mean? How does it express its meaning and why Meaning that kind of meaning,semiotic analysis to discuss the symbol connotation and indication significance of the Spring Festival public service advertisement expression during the Spring Festival cultural context.This article is planned to be carried out in several parts.The first part is the introduction,introducing the research background,significance of research purposes,research methods,etc.The second part mainly discusses the introduction of semiotics for advertisements and the symbolic structure of public service advertisements for the Spring Festival.The third part mainly discusses The realization mechanism of the significance of the public service advertisements for the Spring Festival series.The fourth part mainly discusses the reflection of the ritual summons of the public service advertisements for the Spring Festival,the image of the homeland and the cultural identity,and the reflection of the return of the humanistic values.