A Narrative Study Of The Public Service Advertisement For Television In China’s Fight Against COVID-19

The outbreak of COVID-19 in early 2020 was concentrated and spread rapidly around the world.Due to the sudden,widespread and severe symptoms,the normal social life of all countries has caused a great impact,shutdown,suspension of school,isolation...COVID-19 has been recognized as a global pandemic,causing loss and harm to society.During this period,public service advertisements,as an important means of publicity,have played an indispensable role in the fight against the epidemic by conveying correct and effective means and measures,helping people get rid of unnecessary panic,building confidence and a positive and rational attitude,and enabling people to respond to and fight the epidemic in an orderly manner.Based on the theory of narratology,this study studies the narrative of anti-COVID-19 public service advertisements in combination with the framework of story and discourse.At the story level,the overall content of the anti-EPIDEMIC public service advertisement centers on the major theme of fighting COVID-19,which is mainly divided into three types: advocacy function,emotional resonance and value orientation.At the same time,the anti-epidemic public service advertisement comprehensively depicts the group image of the characters under the epidemic situation,and flexibly uses linear and non-linear narrative structure to express.Discourse level,from narrative subject,narrative perspective,narrative three dimensions to analyze disease resistance public service ads,tie-in and different narrative voice full of different narrative perspective during the outbreak of the scene,help the story of disease resistance comprehensive three-dimensional,through the visual,auditory,three kinds of narrative forms will be advertising the picture presented to the audience,cause the emotional resonance of the audience,Improve the effect of advertising communication.At the same time,public service ads during the COVID-19 period are characterized by diversified content,civilian-oriented perspective and story-oriented narrative,with narrative values of highlighting humanistic care,reaching social consensus and clarifying public responsibility.Despite the positive impact of public service advertising during the pandemic,some problems remain.Therefore,in view of COVID-19 disease resistance existing in the public service ads,such as the lack of interactivity,high homogeneity,partial emotional problems,put forward the corresponding optimization strategy,help fight disease psas in content and form of creative expression,and further explore more possibilities,normalized for the outbreak of disease resistance of public advertising creative play a certain reference significance.