Interpretation Of The Symbolic Narrative Of Dramatic Film And Television Public Service Advertisements

Film and television public service advertisement is a non-profit advertising type,which plays a key role in the establishment of public service brand image,the dissemination of social positive energy,the promotion of spiritual civilization and so on.In the new media era,advertising is regarded as a symbol,film and television public service advertisement is a kind of special symbol.It has the inherent meaning of regional,cultural and ideological.This article takes graduation design public service advertisement work "at your side" as an example,combines the film and television public service advertisement work,draws lessons from Charles Sanders Peirce’s three-part construction theory of symbols,studies the internal structure and narrative technique of public service advertisement.Through Ferdinand de saussure’s linguistic theory and Roland Barthes’ s signifier,the principle of signifying,applying the relevant theories of semiotics,narratology and communication.And I deeply discusses the types,strategies and effects of symbolic narrative of the series of public service advertisements of China Red Cross,a public welfare brand.First of all,this paper solves the narrative of reading symbols from drama,which is composed of characters,background music and stage effects,plot and conflict elements(symbols).In the dramatic dimension,this paper classifies the symbolic narrative types of film and television public service advertisements,including the narrative type of character story,the presentation of audio-visual image and the abstract transmission of emotion,namely,the category of vision,hearing and feeling.This article also in-depth interpretation of the current film and television public welfare.According to the narrative strategy of advertising symbols,the character symbols of the common people’s image and the narrative background of "family culture" are deeply rooted in the people’s hearts,and the case analysis is carried out through the signification expressed between the signifier,the signifier and the nomenclature.It is found that the phenomenon of "double symbols" exists in many film and television public service advertisements,in which the reasonable cross-domain of image symbols and symbolic symbols in metaphors can better interpret the value and significance.Then,the symbolic emotional symbols can drive the homogenization of social demands,which is also the value of the creators hidden in their works.Finally,this article has carried on the two-dimensionalanalysis to the film and television public service advertisement content and the dissemination effect.And I estimate the influence reason to the public welfare brand communication effect.