Innovative Research Of CCTV Public Service Advertisements Based On Young Audience

Faced with the new media reception habits and aesthetic preferences of the young audience,the preaching style of publicizing seems to be blunt and unattractive.Comp-rehensive innovation of public service advertisements has become the only way to ma-intain the discourse power of mainstream ideology.In recent years,some excellent CCTV public service advertisements have successfully attracted young audience.In som e respects,it has improved the shortcomings of the old forms of communication,that changes represent a trend.CCTV's public service advertisements select the theme according to the Social top-ic,and select the appropriate broadcast time to highlight the importance of the theme,and use the Internet and traditional media to influence the remarkable order of the th-eme.CCTV public service advertisements enrich the performance style and cultural connotation with the novel expressiveness of Meng culture,Indiehipster culture,KUSO culture and Fans culture.From the text form,the use of words ideographic ability,na-rrative techniques and a variety of genre expression add emotional resonance.CCTV public service advertisements are also close to the psychology of young audiences,sho-wing the emotional belonging,self-worth and social value of them.These creative expressions bring important inspiration and reference to the innovation of public service advertisements in China.However,CCTV public service advertisements have room for further improvement in theme type,expression accuracy and network influence.The way to solve those problem is to further deepen the theme related to youth,to balan-ce the popularity and artistry of advertisements,and to enhance the discussion of adv-ertisements with the help of new media technologies.Only by basing on the deep ne-eds and acceptance of the audience,the mainst-ream ideology represented,like CCTV public service advertisements,can gain the attention and recognition of a new genera-tion.