Study On Video Public Service Advertisements Of Traditional Culture

In March 2016,the “Interim Measures for the Promotion and Management of Public Service Advertising” was formally implemented,and the previous relevant norms and requirements on public service advertising were determined in the form of regulations.Since then,the cause of public service advertising has made great progress.Media and government units at all levels have paid more and more attention to public service advertising and carried out various forms of public service advertising activities.Among them,video public service advertising is the most widely used in many types of public service advertising.How to play the role of social education and cultural orientation of video public service advertising has become the most concerned content of relevant researchers.Video public service advertising is closely related to traditional culture.First of all,video public service advertising is an important carrier of traditional cultural inheritance and dissemination.It is one of the forms of advertising.It has the advantages of creative expression methods,media publicity methods and application of communication technology.With the powerful utility of video public service advertising,the cultural content in traditional cultural video public service advertising can be spread in a form that people like to see.Secondly,the content of traditional culture is the inexhaustible source of content for the dissemination of video public service advertisements and the cultural root of the dissemination of video public service advertisements,which fundamentally affects the content creation of video public service advertisements.This paper takes ’ video public service advertising ’ as the primary content of the research,and the ’ traditional culture ’ extracted from the sample is used as the content basis to assist the research of video public service advertising communication.In other words,traditional cultural video public service advertising is the overall framework of research,traditional cultural content is the basis of video public service advertising research,and video public service advertising is the ultimate foothold.The full text is divided into five parts : First,the concept of advertising and public service advertising is defined,and the connotation of video public service advertising is clarified from the source of the concept;then,it analyzes the correlation between video public service advertising and traditional culture and the positive role played by the combination.The second is to take the video public service advertisements selected as the national excellent radio and television public service advertisement library as the research object,and use the case analysis method and the comparative research method to analyze the application and symbolic significance of different types of traditional cultural elements in the sample.The third is to summarize the display of traditional cultural elements in video public service advertising works based on the selected samples.The fourth is to take video public service advertisements and traditional culture as a whole,and analyze the narrative expression of advertising texts,the series presentation of advertising propaganda,and the enabling effect of technological development on advertising communication from the aspects of advertising text content,advertising propaganda strategy,and advertising technology empowerment.Summarize the communication characteristics of traditional cultural video public service advertisements in the process of communication.The fifth is to present the conclusions drawn from the research,reflect on the shortcomings of the research and research prospects.Combining first-hand data with relevant theories,this paper summarizes the application of traditional cultural content in video public service advertisements,analyzes the positive significance of the combination of traditional cultural elements and video public service advertisements,and gives full play to the real role of video public service advertisements in spreading Chinese excellent traditional culture.