Research On Symbolic Narration Of CCTV Public Service Advertising Under Major Public Events

In essence,advertising production is a narrative behavior encoded by the symbol system.CCTV makes public service advertisements in the context of major public events.Its purpose is to prompt information and guide public opinion.Under the background of major public events,public service advertising should not only achieve good communication effects,but also it must assume social responsibility to guide public opinion,calm people's hearts and pool strength.After the 1990 s,for major public events,the public service advertisements produced and put in by CCTV showed the characteristics of timeliness,popularity,guidance and emotion,which played a positive role.Behind it is the narrative behavior encoded by the symbol system.The purpose of this study is to analyze the public service advertisements produced and launched by CCTV from the perspective of symbolic Narrative under the background of major public events in recent years,classify,sort and analyze various symbols in public service advertisements by using Pierce's symbolic trisection method,summarize and summarize the characteristics and advantages of CCTV public service advertisements,and further put forward deficiencies and optimization suggestions.This paper classifies major public events into public health events,major natural disaster events and international events,determines the boundary of the research content,and classifies the collected 79 CCTV video public service advertising samples into the above categories.The main body of the paper is divided into four parts,Firstly,it defines and classifies major public events,and the similarities and differences of symbols used in CCTV public service advertisements;Secondly,it studies the representation,object and interpretation of the sample public service video advertising,and analyzes the characteristics and significance of the symbol construction of CCTV public service advertising under the background of major public events;Thirdly,based on the symbolic narration of CCTV public service advertising,this paper summarizes the characteristics of CCTV public service advertising different from normal public service advertising under the background of major public events,and the significance of guiding the audience to work together to promote the development of events in a better direction;Finally,through the previous research and analysis,it is concluded that the deficiencies of CCTV public service advertising under the background of major public events,and puts forward countermeasures and suggestions.