How to do a good job in traditional festival public service advertisements

Take the annual Dragon Boat Festival as an example. According to records, apart from commemorating Qu Yuan's patriotic feelings, the festival also commemorates the filial daughter Cao E, commemorates the autumn death, welcomes Shen Tao activities, exorcises evil days on the moon, and talks about the national totem sacrifice in wuyue ... There are various legends and opinions vary. This festival has a healthy and progressive theme of the times and many superstitions. Therefore, when making this public service advertisement, Sanming TV also pays great attention to cultural connotation and emphasizes the holiday theme of loving the motherland and building hometown. At the same time, people's health customs such as eating zongzi, hanging wormwood and drinking daylily will be integrated into the theme publicity and education to guide people to feel the charm of traditional culture and enhance their feelings of patriotism and love for their hometown. "If the leaves are fragrant, a jiaozi flavor will last forever; Dragon boat race, 100 radial painting entrepreneurial song. Love your country, love your hometown, love Sanming, innovate and create excellence to promote development. " In "Our Festival? 6? After the public service advertisement "1 Dragon Boat Festival" was broadcast, the municipal competent department fully affirmed Sanming TV Station. Since 20 10, Sanming TV Station has made full use of the traditional cultural resources of Our Festival, and combined with Sanming's reality, carefully planned and produced public service advertisement videos of seven traditional festivals, including Spring Festival, Lantern Festival, Tomb-Sweeping Day, Dragon Boat Festival, Chinese Valentine's Day, Mid-Autumn Festival and Double Ninth Festival, which were broadcast in large quantities every day for 20 days before and after the festival. Through video propaganda, we will vigorously carry forward excellent national culture and promote the fashion of a harmonious and civilized society. Widely publicize and popularize the socialist concept of honor and disgrace, guide the broad masses of cadres and people in the whole society to recognize, respect, inherit and carry forward the tradition, and make a useful attempt to promote the formation of unity, mutual assistance and harmonious interpersonal relationships and an equal, friendly, warm and harmonious social environment. Short and vivid public welfare films and concentrated broadcast by stages have formed a huge momentum and good effect, which not only inherits traditional culture, but also carries forward the main theme, and has been unanimously affirmed by the local party Committee and government. First, the local traditional festival public welfare promotes the traditional festival culture, which plays an important role in further enhancing the people's love for the motherland, the nation and their hometown, and strengthening their faith in the party's leadership, the Socialism with Chinese characteristics system, the cause of reform and opening up, and building a well-off society in an all-round way. It is an important social responsibility of TV media to use traditional festivals to carry forward the excellent traditions of national culture. Due to the limited living space of prefecture-level TV stations, prefecture-level TV stations cannot produce grand traditional festival propaganda programs like CCTV and provincial TV stations. However, if the city-level TV stations can adhere to the correct concept and make full use of their own advantages, they can make a difference in the promotion of traditional festivals and are irreplaceable by CCTV and provincial TV stations. Advertising Publicity Highlights Cultural Connotation In 2005, the Propaganda Department of the CPC Central Committee, the Civilization Office of the Central Committee, the Ministry of Education, the Ministry of Civil Affairs and the Ministry of Culture jointly issued the Opinions on Promoting the Excellent Tradition of National Culture by Using Traditional Festivals, which clearly pointed out that it is necessary to highlight the cultural connotation of traditional festivals, fully display and inherit the excellent traditions of Chinese national culture, and asked the news media to take the promotion of traditional festivals as an important task and publicize and introduce traditional festivals through various forms, aspects and angles. In this context, Sanming TV Station, like many local TV stations in China, has invested a lot of energy in the publicity and reporting of local traditional festivals, giving full play to the role of local TV stations. Starting from 20 10, Sanming TV Station has opened up a new road, that is, using public service advertisements to strengthen the promotion of traditional festivals. In the publicity of every traditional festival, we have highlighted the cultural connotation of the festival. For example, the Mid-Autumn Festival, from a small perspective, embodies family reunion, reunion and harmonious coexistence, but from a higher level, it embodies social harmony, national unity and national unity. Therefore, when we make this public service advertisement, we highlight the cultural connotation of the festival in the atmosphere of family reunion, integrate the national justice of the Chinese nation, and guide people to further understand, identify with and love traditional festivals, enhance the cohesion and identity of the Chinese nation, and promote national unity and rejuvenation. Second, traditional festival public service advertisements highlight local color, local culture and local characteristics. This is an important content and form to increase affinity and improve ratings. When planning traditional festival propaganda, Sanming TV Station innovates ideas, highlights the connotation of festival culture, firmly grasps the construction of socialist core value system, skillfully combines the general ideas of "starting a business, innovating, creating excellence" and "being enlightened, clear and civilized" put forward by Sanming Municipal Party Committee and Municipal Government, and combines the theme propaganda activities of "Our Festival" with the central work of the whole city to create mass spiritual civilization. For example, the Spring Festival is an important carrier of the excellent traditional culture of the Chinese nation. This festival embodies the life pursuit and emotional sustenance of China people, and inherits the family ethics and social ethics of China people. When making programs, we should highlight the theme of saying goodbye to the old and welcoming the new, wishing reunion, peace and prosperity, create a festive atmosphere of family harmony, stability and unity, joy and peace, and promote the construction of a harmonious family, neighborhood and society. In the composition of the propaganda film, we also painstakingly selected vivid scenes with local characteristics, such as "bench dragon" and "shoulder play", and then carefully selected beautiful pictures of new rural construction. Through ingenious combination, a beautiful picture of "singing life and singing the future" is formed, which vividly shows the festive mood of the people in the city celebrating the Spring Festival and the scene full of confidence in the future. Thirdly, the reasons for the decline of traditional festivals are complicated, but it is an important reason that traditional festivals rooted in agricultural society are difficult to adapt to modern commercial society. Only when traditional festivals are endowed with modern values can traditional festivals become festivals in people's minds. Therefore, TV media should actively explore how to integrate traditional festivals with modern lifestyles, endow traditional festivals with modern value symbols, and make them become festivals with distinctive flavor of the times without losing traditional cultural connotations. Traditional festivals, which have been handed down for thousands of years, and their ethical and aesthetic connotations still have important social and life significance today. After "modernization", China emphasized these festivals and revised them into national statutory festivals. As a TV media with both audio-visual functions, it is not only vivid in expression, but also deeply rooted in thousands of households. It is a good way to make full use of TV to publicize the theme of traditional festivals. Therefore, prefecture-level TV stations also have great potential in traditional festival propaganda. As long as they adhere to the correct propaganda concept and plan the content and form of the program, they can achieve both momentum and effectiveness in traditional festival propaganda, and then effectively play the role of local TV media in major festival propaganda. Traditional festival propaganda insists on localization, and should also advocate the protection of local characteristics of traditional festivals. However, with the development of social economy, traditional culture with local characteristics is disappearing, and ancient festival ceremonies are becoming less and less. With the massive population flow and the impact of foreign culture, the local traditional culture is obviously more fragile. Therefore, municipal TV stations should fully cooperate with local folk activities in the promotion of traditional festivals, restore the local characteristics of traditional festivals as much as possible, and create conditions for the inheritance of local culture. " There are big pagoda trees in the north and Shibi Village in the south. The stone wall in Ninghua is the cradle of Hakkas and is recognized as the "Mecca" and "pilgrimage center" of Hakkas at home and abroad. According to textual research, the Hakka in Ninghua not only retains the ancient traces of the Central Plains culture, but also finds the cultural details with local characteristics. It has formed a unique traditional Hakka custom, nurtured a rich and colorful Hakka culture, and produced a pioneering Hakka spirit, which is a rare cultural treasure in Sanming. In order to promote Hakka culture, welcome the 25th World Hakka Congress held in Sanming in 20 12, and make the people of the whole city pay more attention to, support and participate in the World Expo, Sanming TV Station began to plan and produce three public service propaganda films reflecting the Hakka culture in Ninghua in 2009. More than two years of uninterrupted publicity, ancient Hakka festival ceremonies and splendid culture, as well as "Hakka ancestral home in the world, a famous Hakka city in China; Love Hakka and Sanming. "The propaganda words of public service advertisements are widely spread through media propaganda and are remembered by people. For example, Tomb-Sweeping Day is a festival in memory of ancestors and deceased relatives. The main memorial ceremony is grave sweeping, accompanied by activities such as hiking and tree planting. This festival embodies the significance of drinking water, uniting the nation, keeping fit during the Spring Festival and caring for nature. Therefore, in Tomb-Sweeping Day's propaganda film, we highlighted the main contents such as "civilized sacrifice, harmony and clarity, remembering ancestors and inheriting family ties". In the selection of the image of the promotional film, there are mainly scenes such as sending flowers and public sacrifices, as well as dense forests and fragrant grasslands full of small flowers. Through exquisite post-production, words and images are integrated.