Narrative Research On The Video Winning Works Of The National Television Public Service Ads Competition

In 1986,the advertisement " water conservation " made by Guiyang television was broadcast.Since then,the television public service ads in our country have gone through thirty years,covering moral cultivation、civilized education、the value of standards and other aspects.Public service advertising is a symbol of the development of social material civilization and spiritual civilization,representing a country’s mainstream value orientation,also,it is an important display platform of the comprehensive strength and national image.The first National Television Public service ads Competition organized by the China Central Television(CCTV)was successfully held in 2013,and the second national television public service ads competition has attracted the attention of the whole society in 2016.The competition can be said to be a great event in China’s public service advertising industry,its creative and motivated winning works convey the concept of public welfare by telling a story,and encourage more people to participate in public welfare undertakings with practical action to create a better future.The narrative theory used to analyze the television public service ads is mainly to solve the ads how to tell the story,including who tell、talk about what、how to be told and who is listening.In the narrative subject "who tell",The creator of the television public service ads controls the whole narrative process,they tell the story and add background information by the mouth of the characters and the objective voiceover to promote the development of the plot.Among them,the mouth of the characters reflects a limited perspective,shows an inner emotional world of the characters;the use of the objective voiceover shapes the narrator’s omniscient perspective as the "God’s eyes",co-ordinates the whole rhythm of narrative.In the narrative structure and narrative skills "how to be told",the drama style structure pays attention to the plot and the prose style structure makes best use of the "love" and "reason",both of which make full use of the meaning and symbolic function of the details of the lens 、 color 、 light 、 sound and other elements to increase the performance of the story and hit the audience heart inadvertently.At the same time,the use of the prototype characters and the positive energy the narrative theme transfer guide people’s awareness of advertising and promote people’s understanding of the whole narrative and acceptance from the "story" level.