Visual Communication Analysis Of Film And Television Public Service Ad

In modern times, facing the booming consumer economy, science and technology witheach passing day, the visual image plays a more and more important role in contemporarysociety, the image technology shows a graphic symbol and the close relationship between thereal world.Visual culture has become a building individuals, cities, and promote the image ofthe society as a whole.As an important part of visual culture dissemination, advertising mapreading age plays an important role, as an important branch in advertising, public service adsalso affects People’s Daily life and work environment. At present, the domestic public serviceads because of later development time, low starting point, the concept of visualcommunication is a lack of understanding, the low level of advertising as a whole. Abroad, bycontrast, in visual communication of public service ads whether the expression of themecontent, the choice of picture element has accumulated valuable experience.In recent years,the authority of the world’s five year "public service ads" category awards also was almostEuropean and Ameircan countires.Analysis of foreign excellent public service ads for theproduction and the overall development of China’s public service ads provide certain help.In view of the above reasons, this article ifrst in ifve international advertising festivalaward-winning iflm and television public service ads to content analysis, selected the252award-winning advertising, try to explore the award-winning ads from the Angle of visualcommunication in the theme content, performance style, expression and lens element, choosewhat kind of characteirstics of picture elements，On the basis of content analysis, to select anadvertisement do case analysis, using the theory of adjacent to the shaft with pedigreeanalysis the public service ads in the visual culture characteirstic, finally clarify the winningadvertising how to affect the audience through film frames and gain recognition.The study found that these award-winning public welfare advertisement is on the moredeveloped economy and high degree of education; Picture element choice, often usingcharacters or vitrual characters precept; Visual Settings, color with color and warm color tomove, to move the audience psychological emotional jump, images and choose the lens mateiral, living close to the ordinary people on the visual performance with close to the wayof life in fine point, familiar place to relfect a kind of humanistic care; Content representationmethod choice, positive^positive publicity is still the dominant: Lens multi-purpose middle，picture is straight forward way，to express the content of authenticity and objectivity. Finallyexpress the theme of the meaning is consistent with the audience’s personal values, using thefamiliar scene, the profound themes and values consistent with the audience, make the wholepicture in the warm heart thought-provoking, to convince the audience identify with theprosocial behavior and to arouse more public spiritual awaken with the purpose of theemotional resonance.