Keywords: public service advertisement; Harmony; True; Kindness; beautiful
Television public service advertisements are non-commercial advertisements and an important part of social public welfare undertakings. Compared with other advertisements, it has quite special sociality. Television public service advertisements don't emphasize authenticity, immediacy and timeliness like news. She pays attention to the pertinence of reality, feels and has a clear aim, corrects the current disadvantages and pays attention to certain timeliness; She can use the documentary data of the original ecological life scene to process and transform; You can also make artistic fiction and creation according to the needs of specific themes. From this perspective, she is closer to TV dramas and TV sketches. Like TV dramas and TV sketches, she is a work of art that draws materials, nutrients and inspiration from life, is refined, processed and deformed, and is born through painstaking and meticulous artistic creation. The difference is that the time limit of public service advertisement (usually about one minute) determines that her life capacity is very limited. She can only intercept a cross section of the life scene and sketch one or two characters in bold cartoons to express a single and vivid theme. In order to give full play to the positive role of TV public service advertisements in the construction of spiritual civilization in a wider field, this paper summarizes the experience in the production and broadcasting of public service advertisements in recent years, and studies and grasps her aesthetic characteristics. To sum up, my understanding of public service advertising is: facing the public, aiming at the disadvantages and unhealthy trends in reality, through the depiction of life scenes and characters, arouse the public's appreciation interest, give good advice and guidance, correct mistakes and establish a new atmosphere. If we understand that public service advertising can be established in this way, then her aesthetic pursuit should be truth, goodness and beauty.
First, the basis of public service advertising-truth
Only when public service advertisements are rooted in the soil of real life will they take root and flourish.
Moving, not preaching, transmitting virtue is not following the rules, but moving people's hearts. CCTV Children's Station once broadcast an advertisement "Mother Washing Feet", which I believe touched many people. In the picture, the mother washed her feet with a tired face. After the younger son saw it, his son brought her foot washing water, and her mother smiled with relief ... The slogan was: In fact, parents are the best teachers for children.
Life cannot provide a ready-made theme for public service advertisements. Only by going deep into life, grasping the pulse of life, exploring the inside story of life and capturing inspiration in the conflict between the old and the new can creators have their own unique discoveries and new creations. This is a complicated and arduous artistic creation process. In this creation, rich life skills are essential. We should not only have a good grasp of real life, but also have an exact understanding of the regularity of the development trend of life, have our own feelings, and at the same time have the real feelings inspired by this life. Without all this, public service advertisements will become passive water and trees without roots.
Second, the soul of public service advertising-goodness
The focus of commercial advertisements is the image of enterprises and commodities. The center of public service advertising is people, the perfection of people themselves, and the harmony between people and society and between people and nature.
A few years ago, Jiangsu Education Channel broadcast a public service advertisement of caring for others and living a happy life. Very pure, no advertising language, but left a deep impression on people. It describes a person on the way to running, helping others to pick up things, helping the elderly to push the cart, putting the garbage in the trash can, and enjoying it. The harmonious and healthy development of society is to run on the road of helping others.
The starting point of public service advertising is to be kind to others, the content is to persuade others to be kind, and the ultimate goal is to promote good and punish evil. Therefore, goodness is the starting point and destination of public service advertising. Goodness becomes the soul and master of public service advertising. From the perspective of ethics, goodness is a positive evaluation of behaviors or things that conform to the moral principles and norms of a certain society or class or group; Its negative evil is the most general expression of immoral, immoral and reprehensible behavior, and it is also a general abstract evaluation of bad moral quality.
Third, the charm of TV public service advertisements-beauty
As a practical activity of human beings, the creation of public service advertisements is of course unified with truth, goodness and beauty, especially when it shows the beauty in social life, it is closely related to goodness. The image of social life can become people's aesthetic object because it turns "goodness" into individual's internal emotional needs and free creative activities, which can arouse people's aesthetic pleasure. As the product of creative labor, the beauty and charm of TV public service advertisements mainly come from two aspects. One is the charm of its content. This includes not only the aesthetic attributes of social life itself, but also the artist's emotional attitude, evaluation and aesthetic ideal when reflecting life. The second is the degree of artistic perfection embodied in artistic expression. The aesthetic attribute of artistic content needs to rely on certain artistic symbols and material materials and follow the law of formal beauty, so as to form a perfect artistic form. The perfection of art forms has a great influence on the charm of TV public service advertisements. China's ancient aesthetics attached great importance to "beauty and goodness sharing happiness" and thought that beauty and goodness should be combined and complement each other. Xunzi pointed out in "On Music": "Be happy and clear-minded, be polite and cultivate one's morality, be spiritual and have eyes and ears, be angry and have flesh and blood, change customs, and make the world peaceful and enjoy beauty and goodness." In Xunzi's view, the ritual music with the unity of beauty and goodness has the dual functions of guiding music and morality: "The musician teaches music." . Stone and silk are bamboo, and morality is also. "He thinks that art can not only make people get aesthetic happiness," people are happy when they are happy, and the place of human feelings is inevitable "; It can also cultivate temperament, "touch people's kindness" and "quickly transform people." "This aesthetic idea of combining guiding music with guiding kindness still has great reference significance for today's TV public service advertisement creation.
In short, we should examine the language of TV public service advertisements from the perspective of reception aesthetics. While promoting the construction of socialist spiritual civilization, we should emphasize respect and care for people, move from emotion to rationality, and pursue artistry in order to achieve better educational results.