Research On The Promotion And Dissemination Of Traditional Culture By Cctv Spring Festival Public Service Advertisement

On November 29,2012,President Xi Jinping proposed the concept of "Chinese Dream" for the first time when he visited the "Renaissance Road" exhibition at the National Museum.As a national-level media,CCTV has a large audience and a large fan group.It bears the important responsibility and mission of promoting the national image.It is an important carrier for telling Chinese stories,spreading Chinese voices,and promoting excellent traditional Chinese culture.Since 2013,CCTV has started to broadcast Chinese New Year public service advertisements,making full use of public service advertisements,using traditional culture as a symbol carrier,and creating a series of excellent Chinese New Year public service advertisement works,which shape and spread the national image and inherit social culture.As well as the guidance of personal correct values,they have played a positive and important role.In recent years,with the continuous broadcast of CCTV's Spring Festival public service advertisements,this form of work has received more and more attention and research,and gradually formed a unique cultural phenomenon.The public service advertisement itself is to disseminate a positive and healthy life concept and attitude to life.Through the transmission of information,it calls for attention to social issues,regulates its behavior in accordance with social welfare standards,supports or advocates a certain social cause and social fashion,Moral and ideological education for the whole society.TV public service advertisements affect people's social attitudes and ideologies in the form of images,subtly appealing,awakening,and nurturing people's values.CCTV 's Spring Festival Public Service Advertisement uses bright creative themes,short and light expressions,and directly represents excellent traditional Chinese cultural symbols through images,sounds,and words.This allows audiences to deeply appreciate the profoundness of Chinese culture while watching commercials.And guide people to establish correct moral values,values,and world views,advocate truth,goodness,unity and cooperation,reconcile social conflicts,promote emotional exchanges and value identification among individuals,countries,and nations,and enhance cohesion and national pride inthe whole society.This paper starts with the origin and development of CCTV's Spring Festival public welfare advertisements,taking 35 series of public welfare advertisements broadcasted by CCTV from 2013 to 2019 as the research object,using the literature research method,content analysis method,and case study method to analyze CCTV's Spring Festival public welfare advertisement promotion With the path and specific strategy of disseminating traditional culture,this paper discusses the development road of Chinese New Year public welfare advertisements in theory and practice.This article is divided into four parts: The first part is responsible for the promotion and dissemination of traditional culture of CCTV ' s Spring Festival public welfare advertisements,focusing on the analysis of the role of CCTV in transmitting traditional culture from four aspects: state,society,individual and traditional culture;the second part is CCTV The agenda setting for the promotion and dissemination of traditional culture in the public welfare advertisements of the Spring Festival will be explained in detail from the theme setting and element setting aspects of the theme status and traditional cultural elements released by the CCTV Spring Festival public welfare advertisements;the third part is the CCTV Spring Festival public welfare advertisements The creative performance of traditional cultural symbols focuses on the creative strategy of CCTV 's Spring Festival public service advertising in the past seven years,and discusses its performance skills in terms of characters,colors,music,etc.The fourth part is the CCTV 's diversified media communication strategy for Spring Festival public service advertising,focusing on Discuss the timing of CCTV Spring Festival public service advertisements and media communication strategies.Finally,according to the development status of CCTV Spring Festival public welfare advertisements,it analyzes the problems and solutions of traditional culture promotion and dissemination in CCTV Spring Festival public welfare advertisements.It is hoped that the research results will have a positive significance for the development of CCTV 's Spring Festival public welfare advertisements and the promotion and dissemination of Chinese traditional culture.