From enlightenment, presentation, virtue, etc., chopsticks have not changed from childhood to adulthood. In fact, the essence of this advertisement is not quick success and instant benefit, but the virtue of China people. This virtue has been with us since childhood, and we cannot do without it.
This is a fast learner of virtue. Virtue is an indispensable thing in our life, so virtue should also be something we must have.
This is my personal opinion/if you think it's good, please like it. You can take out a few paragraphs to stand out from it, but I don't think the core is superluminal particles.
I will send you a paper written by others, and others understand it well.
Chopsticks are the only public service advertisement inserted by CCTV in the prime time of 20 14 Spring Festival Evening. After the advertisement was broadcast, it touched hundreds of millions of Chinese around the world. The symbolic value and communication effect of chopsticks deserve further discussion.
Semiotic interpretation
Even if the advertising text is counted in seconds, there will be a "symbol forest", which constitutes the hint and meaning of the text. From the semiotic point of view, this is a profound advertising literature text, with chopsticks as the symbol element, running through six different families, and the whole advertisement forms a group of visual pictures in association and coincidence.
1. pixel analysis
In just 2 minutes, chopsticks as a carrier, chopsticks chapter expressed a variety of meanings. Chopsticks, as a symbol, its "signifier" is the same eating tool for China people. Its "reference" is a symbolic representative of China culture. Modern Times
The founder of linguistic theory, Swiss linguist Ferdinand? De? Saussure believes that the relationship between signifier and signified is random, and the same signifier can have different signified. (2) "Chopsticks" completed.
After the basic meaning of the signifier, the different meanings of the signified are connected.
The first group of pictures that caught your eye was the dining table of a family in Xiguan, Guangzhou.
The old man is using chopsticks to taste different flavors for babbling babies. In this group of horizontally combined pictures, the meaning of chopsticks has shifted, which means the taste of life. But judging from the correlation between chopsticks and the elderly, chopsticks at this time represent
The old people's life experience, the old people teach their children the taste of life with chopsticks, this is enlightenment. The second group of photos is in Changning, Shanghai, where the mother is teaching her daughter how to use chopsticks. Mother and daughter, daughter and chopsticks in the photo.
inborn
Dialogue makes the audience who are not present sing, so China people should know how to use chopsticks. That's culture and should be passed down. At this time, the meaning of chopsticks sublimated into a symbol of China culture. The third group of pictures is Hakka soil in Yongding, Fujian.
Lou, the little boy was about to reach out his chopsticks to pick up the food, but his father stopped him. The unique "ceremony" formed by chopsticks on the dining table restricts people's behavior, that is, "ceremony". Until the last picture, the behavior of "using chopsticks"
They express love, good neighborliness and parents' expectation and concern for their babies.
2. The essence of symbolic meaning is revealed.
The meaning of the symbol extends along the horizontal axis and vertical axis, and extends on its horizontal plane.
Logical meaning, dig deep into its vertical associative meaning. (3) Roland, a French social critic and literary critic? Barthes developed association level into aggregation level or system level. "'signified' and' signifier' are intended to reveal symbols.
Self-composition, while horizontal combination and vertical aggregation are to show the composition relationship between symbols. ..... every symbol in the horizontal combination is' present'. Every symbol of vertical aggregation is' absent' and can only be presented through association.
Symbol of domain. (4) This is a process in which the horizontal combination and vertical aggregation in advertising symbols cooperate with each other to produce meaning.
Throughout the advertisement, the combination of chopsticks and different families,
Interpret different meanings. Vertically, chopsticks connect the audience with the reality of the current society. Through association, the audience can see that the material life of society is getting richer and richer, while the values, morality and lifestyle of traditional society.
The reality that people are getting farther and farther away from us has awakened people's conscience and emotions and aroused people's thinking.
3. Context analysis of advertising text
The text structure of chopsticks advertisement consists of six groups of isomorphic pictures, and there is an atmosphere of expectation in the association and coincidence between the pictures. The narrative of words is always hidden behind the picture, expressing the intention of each group of shots. Judging from the coding creativity of the advertising copy itself, creativity lies in chopsticks, and the creative perspective is the living table of ordinary people in China. The story of the text is completely based on real people and events, and expresses a desire for national cultural inheritance with ordinary but highly symbolic objects. Therefore, the creativity of chopsticks advertising text is closely related to the context and meets the emotional needs of China people.
Analysis of communication effect
Chopsticks, as a pure public service advertisement, have no commercial and economic value, mainly depending on the communication effect and social effect. There are many factors that affect the communication effect, and the author mainly analyzes them from the following aspects.
1. Communicator: CCTV
CCTV has assumed and actually played the social responsibility of the state media. Chopsticks are produced by the advertising management center under CCTV, which is different from the general corporate behavior. As a public service advertiser of chopsticks, CCTV deeply feels
Know your responsibilities. As a national television station, CCTV has the responsibility and obligation to undertake the mission of spreading civilization, show national temperament and spiritual pursuit through public service advertisements, and reflect the guiding force and influence of TV media.
2. Dissemination content: in line with the wishes of the times
With the fierce social competition, people's inner world becomes more complicated, and their ideas are also tested by various factors in the real society. Traditional values, morality and lifestyle are being replaced by new ideas and lifestyles. At this time, the mission of public service advertising is to advocate social moral responsibility and spread excellent culture. Chopsticks focus on the small, choose the topic that the public is most concerned about and close to as the communication theme, be close to life, conform to the voice of the audience, and also highlight the social responsibility of public service advertisements.
3. Audience: the receiver and judge of information.
A complete advertising information communication includes disseminators, communication channels, audiences and feedback. And the audience, as the receiver of information, is also the judge of communication effect. Public service advertisement is a kind of advertisement for the whole society.
This way of information dissemination has the widest advertising audience. The audience's demand and the audience's acceptance of information content are related to advertising production and creativity, the audience's own personal experience and social environment. Understand and satisfy the audience
Social, cultural and psychological needs can make the audience feel a sense of identity and arouse the audience's positive emotional experience and corresponding intentional activities, so as to really impress the audience. Chopsticks touch people's hearts and have a strong appeal. Chopsticks are a tool for people to eat in China. The emotion and culture of chopsticks have been influencing people. The reason why the public can accept and agree with the advertising expression of chopsticks is precisely because it caters to the psychological expectations of the audience.
conclusion
Chopsticks as a public service advertisement,
Live up to expectations, won a wide range of social repercussions, achieved good communication results, and achieved its advertising purpose. However, on the whole, the creative level of public service advertisements in China is not high and the development is immature, which needs the media to continue.
With continuous research and efforts, the relevant state departments should also promote the development of public service advertisements in China by increasing investment, strengthening supervision and encouraging multi-party participation. As an authoritative media, CCTV is both a disseminator and a communication channel, and it is powerful.
Influence should play a leading role, so that public service advertisements can truly exert the power of public welfare.