Research On The Application Of The Positive Energy Element Of Grassroots Culture In China 's Film And TV Public Service Advertisement

Nowadays, the grass-rooted cultural phenomenon is extremely highlighted in China. In the modern context of Chinese, the "grassroots" refers to the plain citizens who are in the disadvantaged position in politics and economy, with little right of speech and influence, as well as indifferent social and cultural status. They are the opposite side of the elites. The number and scope of grassroots group is very wide, including the farmers, urban residents of powerless, and migrant workers in various fields and industries.Under today’s social context in China, the grass-rooted culture refers to a set of contents relating to the grass-roots group such as everyday life, living status, artistic appreciation and experience, values and psychological status. As an emerging cultural style, grass-rooted culture has been paid more and more attentions to, accepted and loved by most of the masses, and frequently utilized in various films and TV programmes. In the past few years, elements of grass-rooted culture are utilized in many outstanding film and TV public service advertisements, including character, living environment, daily supplies, artistic form and spirit of the grassroots, especially the positive energy in grass-rooted culture which is positive and motivative in driving the construction of social civilization. For instance, the grass-rooted spirit, which refers to the attitude of grass-roots group who are bold to face the hardship of lives, always optimistic, serious, sincere, friendly, and responsible for work. They lives are colorful and full, as well as tenacious and contented. Undeniably, the grass-roots characters are overwhelming elites characters in so many excellent film and TV public service advertisements. In these advertisements, though the grassroots are facing the difficulties of lives, they are convinced that “though normal persons we are, we should keep our mind positive to pursue for dreams, struggle and endeavor, and prove the proposition that the fate is in the control of oneself, and the success comes with one’s hardworking, rather than an event by chance.” There is vivid and vigorous positive energy in the grass-rooted culture, which can motivate people. This agrees with the purpose of the public service advertising in China in which moral principles are advocated to promote the socialist spiritual civilization and harmonious social mood. In these advertisements, the experience, language and feeling of grassroots affect the massive audiences who are also grassroots. These film and TV public service advertisements, with utilization of the positive energy contained in grass-rooted culture, match the trend of the times, get in-depth insight into the internal world of the grassroots, and understand their demands, values and hobbies, thus obtained the favor of the masses, and conveyed and spread the information in a welcomed way. In China, as grassroots are a huge group of audience for film and TV public service advertisements, according to “Common Experience Theory” in communication, film and TV public service advertisement, which is close to and reflect the lives of the public, and has in-depth insight of the internal world of the grassroots, is more likely to be understood and accepted. Therefore, more and more elements of positive energy of grass-rooted culture have been applied into the film and TV public service advertisements.Although the elements of positive energy of grass-rooted culture have been used in many film and TV public service advertisements, there are rare researches made about the application of the elements of grass-rooted culture in film and TV public service advertisements in academic circle, especially from the angle of combination of the film and TV public service advertising and positive energy of grass-rooted culture. Additionally, to date, there is no research with analysis of the film and TV public service advertisements from the angle of grass-rooted culture both in academic circle and the industry.Therefore, the author intends to analyze the utilization value of elements of positive energy of grass-rooted culture in film and TV public service advertising creative from various angles such as advertising, communication, culturology and sociology. Case studies are also implemented on film and TV public service advertisements which used elements of positive energy of grass-rooted culture, thus to reveal the characteristics of themes and expressive forms of these advertisements, as well as the existing problems. It turns out that although the elements of positive energy of grass-rooted culture have great potential in film and TV public service advertising creative, there is large space for improving the selection of theme, creative expression and communication route. At last, this paper proposes certain creative laws and suggestions for improvement based on analysis of various successful cases of film and TV public service advertisements, aiming to help the advertising creative workers to dig and take reference to the elements of positive energy of grass-rooted culture which can motivate and encourage people, and to select more effective creative expression. The author wishes the findings of this paper can bring certain enlightenment to the creative workers of film and TV public service advertisements in China in the future.