Research On The Emotional Narrative Of Public Service Advertisements During Thecovid-19 Pandemic

With the development of society,public welfare has received more and more attention,and the forms of public welfare communication are constantly enriched with the change of the communication environment.Public service advertising is always one of the important forms of public welfare communication.The dissemination of public service advertising plays an important role in arousing people's cognition,changing ideas and standardizing social behavior,and promoting social harmonious and stable development.Emotion is an important factor affecting people's concept and behavior.The use of emotion is an indispensable point in the creation of public service advertising,which has a great impact on whether public service advertising can play a role.The outbreak of COVID-19 has had an impact on social production and life,and people's thoughts and emotions have also been greatly affected.In this period,the media actively responded to the call,and created a series of public service advertising works to improve the scientific awareness of the public and set up the determination to fight the epidemic.The creators of public service advertisements create a large number of infectious and appealing works through the combination of audio and visual.This paper combines the theory of narrative science from the perspective of emotional narrative,To study the content and discourse of advertising emotional narrative,The narrative theme in the advertising narrative content revolves around the big theme of "prevention and control of COVID-19 epidemic",Subdivided into different themes,Such as epidemic prevention knowledge publicity,tribute to praise front-line personnel,popularization of science and health knowledge,The delivery of these thematic content relieves the anxiety of the audience,Bring rational cognition to the audience;Different narrative perspectives in advertising narrative discourse fully show the scenes during the epidemic,Various perspectives to fully explore the story scene,The advertising images are presented to the audience through visual language symbols and auditory language symbols,Get an emotional resonance with the audience;The real reproduction of the documentary way and the depiction of the story scene details,The narrative theme of COVID-19 epidemic will be fully presented.Public service advertising passes on correct values to the audience through emotional narrative,changing the audience's aesthetic orientation,and pooling social consensus to form joint efforts to fight the epidemic.The spread of public service advertising has produced a lot of positive effects,but in careful viewing and analysis,it is also found that there are certain problems in the advertising works.Therefore,this article finally thought about the creation of public service advertising,to provide reference for the future public service advertising creation.