Research On The Discourse Of Micro Film Award-winning Works In The National College Student Advertising Art Competition

The rapid-developing economy of China has injected accelerating momentum into the growth of advertising industry.Various advertising competitions,which set for colleges and universities,have gradually become an important platform for the innovation and development of advertising education.Among them,the National College Student Advertising Art Competition(hereinafter referred to as Daguang Competition)currently shows the highest level of college students in advertising professional competitions.With 13 sessions of development,Daguang Competition has made dramatic effect on advertising industry.The Daguang Competition is the result of the game and sharing of different parties.Participants take what they need,which means enterprises,universities and students will all benefit from it.However,there are relatively less theoretical studies on Daguang Competition’s works and creations.Given that micro-film category has been established since the 5th session,this article,based on the critical discourse theory and sorted out award-winning micro-film advertising works from the 5th to the 13 th Daguang Competition,analyzes above works from three dimensions: audio-visual text,discourse practice,and social practice and specifically examines the surface meaning,substantive meaning and implied meaning of the discourse of works.From the shallower to the deeper,this article explains the social meaning and spiritual appeal expressed by the discourse of the micro-film works of college students.Working on the winning works discourse of Daguang Competition,the author’s intention is to regard the discourse expression of the winning works as a form of social practice,rather than a reflection of purely individual behavior or situational variables.This article involves three main parts.Firstly,from the perspective of narrative text,the semiotics theory was used to analyze the discourse presentation characteristics of college students’ micro-film advertisements.Secondly,this research introduces the discourse practice of college students in the creation of micro-film advertisements that combined with the theory of intertextuality from discourse practice standpoint around three aspects of production,distribution and consumption.Thirdly,from the perspective of social practice,this research examines the influence of social environment on the theme of college students’ micro-film advertisement creation and excavated the social group mentality contained inside by sorted out award-winning micro-film advertising works from the 5th to the 13 th Daguang Competition.The research finds out that student creators have unique group characteristics in the discourse expression of Daguang Competition microfilms : In the text,they make remarkable use of various narrative symbols for innovative expression.In the discourse practice,each process of discourse reflects the characteristics of intertextuality due to student’s characteristics of learning passion and imitation.In the social practice,it also shows the unique characteristics of group mentality owning to the group characteristics of students and the influence of discourse power.