Chopsticks PSA Poster - CCTV PSA Chopsticks airplay

Kneeling for the slogan of the PSA about disposable chopsticks ！！！！！！！！ I'm sorry, but I'm not sure if I'm going to be able to do this! I want to be creative!

1. Earth, not disposable

2. Disposable chopsticks, the end of the green broker (harmonic "chopsticks")

3. Chopsticks - Bamboo = fast, without the green we will disappear even faster

4. Think before you move your mouth, can we leave something behind for posterity ---- Refuse Disposable Chopsticks

5.

6. small chopsticks, big waste; small convenience, big destruction not dry, eat no disease, you think the big restaurant in the clean ah xingleba? line up the owner

Help, 2014 public service announcements "Chopsticks chapter" of the writing advice or a similar model essay.

This ad, each short story has a theme, and on the screen are typed there.

From, Enlightenment, Transmission, Virtue and so on one by one along with from small to large chopsticks has never changed, in fact, the essence of this advertisement is not the quick son, but the Chinese people's virtues. This kind of virtue is just like the chopsticks that have been with us since childhood, and we can't get away from it.

It's a message that virtue is essential to our lives, so virtue should be a necessity

This is a personal opinion/If you think it's good, please like it. You can take out a few of the passages that stand out, but I don't think the heart of it is the quick son

Below is a paper written by someone else who understands it quite well

"Chopsticks" is the only public service announcement that CCTV inserted into the prime time slot of the Spring Festival Gala 2014, and the advertisement touched hundreds of millions of Chinese around the globe after it was aired. The semiotics value and communication effect of "Chopsticks" is worth exploring in depth.

Semiological Interpretation

Even if the advertisement text is counted in seconds, there will be a forest of symbols, which constitute the meaning and flavor of the text. From the point of view of semiotics, this is a literary text with deep meaning, using chopsticks as a symbolic element, running through six different families, and the whole advertisement constitutes a set of visual images in connection and allusion.

1. Analysis of Picture Elements

In just 2 minutes, "Chopsticks" expresses a variety of meanings using chopsticks as a carrier. Chopsticks, as a symbol, is the same eating tool of the Chinese people, and its "reference" is the symbol of Chinese culture. The Swiss linguist Ferdinand de Saussure, the founder of modern

language theory, believed that the connection between "energy" and "reference" is random, and the same "energy" can have different meanings. The same "capable reference" can have different "referents". After completing the basic meaning of "energy", "Chopsticks" connects the different meanings of "reference".

The first image that jumps out at us is the table of a family in the Xiguan district of Guangzhou, where an old man is using chopsticks to give different flavors to a baby who is learning to speak with chopsticks.

The first image that jumps out at us is the table of a family in the Xiguan district of Guangzhou. In this horizontal combination of images, the meaning of chopsticks has shifted to refer to the flavor of life. However, in terms of the correlation between the chopsticks and the old man, the chopsticks represent

the old man's life experience, and the old man's use of the chopsticks to teach the child to experience the flavor of life, which is enlightenment. In the second set of images, a mother teaches her daughter how to use chopsticks in Changning, Shanghai. The "dialog" between the mother and the daughter, and between the daughter and the chopsticks

, makes the audience, who are not present at the scene, realize that Chinese people should know how to use chopsticks, and that it is a culture that should be passed on to the next generation. At this point, the meaning of chopsticks is sublimated into a symbol of Chinese culture. In the third set of images, a young boy is about to stretch out his chopsticks to eat a dish at the Hakka Tujia Tulou building in Yongding, Fujian province, but his father stops him from doing so. The unique "etiquette" of chopsticks at the dinner table governs people's behavior, i.e., "to be courteous". All the way to the last scene, the act of using chopsticks

expresses love, good neighborliness, and the parents' expectation and watchfulness over the baby.

2. The essence of symbolic meaning is revealed

The meaning of symbols unfolds along the horizontal and vertical axes, extending its logical meaning on the horizontal plane and digging deep into its associative meaning on the vertical plane. (3) The French social critic and literary critic Roland Barthes, on the other hand, developed the associative level into an aggregative or systemic level. "'Referring' and 'capable of referring' aim at revealing the constitutive relations of the sign

itself, while horizontal combination and vertical aggregation are showing the constitutive relations between signs. Each symbol of a horizontal combination is 'present'. Each symbol of the vertical aggregation is 'absent' and can be related to the symbols in the field only through association."

This is the process by which the horizontal combinations and vertical aggregations of advertising symbols work with each other to produce meaning.

In the whole advertisement, the combination of chopsticks and different families in the horizontal combination

interprets different meanings. In the vertical combination, the chopsticks connect the viewers with the reality of the current society. Through the association, the viewers see that the material life of the society is getting richer and richer, while the values, morals, and lifestyles of the traditional society are getting farther and farther away from us, which stimulates people's conscience and emotions, and arouses people's thoughts.

3. Contextual analysis of the advertisement text

The textual structure of the "Chopsticks" advertisement consists of six groups of isomorphic images, and there is a kind of anticipatory atmosphere in the association and allusion between the images. The narrative of the text is always hidden behind the images, expressing the purpose of each shot. From the point of view of the creative coding of the advertisement text, the creative point of view is "chopsticks", the creative perspective is the table of the life of ordinary Chinese people, and the story of the text is completely based on the story of the real people, which expresses the longing of the cultural inheritance of a nation by using ordinary but highly symbolic cultural objects. Therefore, the creative concept of "Chopsticks" is very appropriate to its context and fulfills the emotional appeal of Chinese people.

Communication Effect Analysis

As a pure public service advertisement, Chopsticks does not have any commercial economic value, but mainly depends on the communication effect and social effect. There are a lot of 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 national media. Chopsticks" is produced by CCTV's Advertising Management Center, which is different from ordinary corporate behavior. CCTV, as the owner of the PSA for "Chopsticks", is well aware of its responsibility. As a national TV station, CCTV has the responsibility and obligation to undertake the mission of spreading civilization, showing the national temperament and spiritual pursuit through PSAs, and reflecting the guiding power and influence of TV media.

2. Communication content: fit the voice of the times

Social competition is fierce, people's inner world has become more complex, and their ideology has been tested by various factors in the real world. Traditional values, morals and lifestyles are being dissolved and replaced by new ones. At this time, the mission of PSAs is to advocate social and moral responsibility and disseminate excellent culture. The "Chopsticks Episode" is a small but significant one, choosing the most concerned and close topic as the theme of communication, which is close to life and fits the audience's voice, and also highlights the social responsibility of the PSA.

3. Audience: the receiver and judge of the information

A complete advertisement information dissemination involves the disseminator, dissemination channel, audience and feedback, etc. The audience, as the receiver of the information, is also the judge of the dissemination effect. Public service announcements are a kind of information dissemination for all the public

They have the widest advertising audience. The needs of the audience and their acceptance of the content of the message are related to the production and creativity of the advertisement, the audience's personal experience and the social environment. To understand and satisfy the social and cultural psychological needs of the audience

, to make the audience identify with the message, and to evoke a positive emotional experience and a corresponding intentional activity, is to truly impress the audience. The creative idea of "Chopsticks" touches people's hearts and creates a strong infectious force. Chopsticks are the tools that Chinese people use to eat, and the emotions and culture they carry have always influenced people. The reason why the public can accept and recognize the expression of "Chopsticks" is that it caters to the audience's psychological expectations.

Conclusion

As a public service advertisement, "Chopsticks"

has won a wide range of social reactions and achieved a good communication effect, realizing its advertising purpose. However, on the whole, the creative level of China's public service advertisements is still not high, and the development is not mature, which requires media people to continue to study and work hard, and the relevant state departments should also promote the development of China's public service advertisements by increasing investment, strengthening supervision, and encouraging the participation of many parties. CCTV, as an authoritative media, is both a communicator and a communication channel with strong

influence, and should play a leading role to let PSAs really bring out the power of public welfare.

CCTV's PSA Chopsticks has been broadcast

over 2 million times. The CCTV Spring Festival Gala PSA "Chopsticks" was aired 5023 times on 15 CCTV channels***, and was broadcast over 2 million times on the Internet, with 5.57 million results in Baidu searching for "Chopsticks".