Research On Storytelling Of Targeted Poverty Alleviation Television Public Service Advertisements

Targeted poverty alleviation is the core of the Party and government's poverty alleviation work in the new era,and it is also a strong guarantee for the Chinese nation to build a comprehensive well-off society and realize the great "Chinese Dream".Advertising should also be oriented.Public service advertising,as a special form of advertising that does not serve the purpose of profit but serves the vital interests of the public,is an important tool for spreading positive energy,promoting social integrity,and advocating correct values.The development of classic and post-classical narratology has laid the foundation for the study of advertising narrative theory.TV commercials,with their advantages of integrated media,diversified skills,and rich content,are currently both "narrative" and "story" advertising forms in traditional media.The combination of precision poverty alleviation TV public service advertisements and narrative theory is very useful and valuable for the in-depth theoretical research and the expansion of research perspectives.This article takes the story-based narrative of precision poverty alleviation TV public welfare advertisement as the research object,adopts the research methods of literature research,text analysis,case analysis,etc.,starting from the development background of precision poverty alleviation TV public welfare advertisement,mainly from the elements and stories of storytelling The structure of narrative narrative and the techniques of storytelling narrative research on the storytelling narrative of precision poverty alleviation TV public service advertisement.The author summarizes the elements of storytelling narrative into four elements: personal element,time element,visual element,and auditory element.Each element interacts and cooperates to realize the function and effect of storytelling.At the structural level of storytelling,the author believes that The "people"-based internal structure and the "inheritance and transformation" external structure together form a stable and complete narrative structure;in the narrative skills,the use of techniques such as comparison,questioning,ranking,and anthropomorphic in the advertising story show a variety of Narrative rhetoric techniques,image collage,storytelling and display,and scene enlargement have created a hierarchical narrative style.Suspense foreshadowing,contradictions,conflicts,legendary figures and other arrangements show the dramatic plot design.Although the storytelling narrative of the precision poverty alleviation TV public service advertisement has many characteristics,there are no shortage of problems and deficiencies.The author found problems such as serious narrative appeal,obvious fragmentation of narrative section,lack of professionalism in narrative performance,and lack of creativity in narrative mode when reflecting on his narrative narrative,so he also proposed corresponding solutions And suggestions,that the principle of "four combinations" should be adhered to,that is,the combination of one-side prompts and two-side prompts,the spontaneous combination of official organizations and civil society,the combination of traditional media and new media,and the combination of thought and function.