Looking for help with writing advice or a similar sample for the 2014 PSA "Chopsticks Episode".

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

From, Enlightenment, Passing Presentation, Virtue and so on one by one along with the chopsticks from small to large always remain unchanged, in fact, the essence of this advertisement is not the quick son, but the Chinese virtue. This virtue is just like the quick son as from childhood to adulthood are accompanied by us, and we can not leave.

This is a pass Cheng virtues of quick son to be an essential thing in our lives, so virtues should also be a necessity for us to have

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 in it, but I don't think the heart of it is the quick son

Here's a paper for you from someone else who understands it quite well

The Chopsticks Episode was the only public service announcement inserted by CCTV in the prime time of the Spring Festival Gala of 2014, and the advertisement has touched hundreds of millions of Chinese around the globe since it was aired. The semiotic value and communication effect of "Chopsticks" deserves to be explored in depth.

Semiological Interpretation

Even if an advertisement text is counted in seconds, there is a "forest of symbols", which constitutes the meaning and flavor of the text. From the point of view of semiotics, this is an advertising 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 association and allusion.

1. Analysis of Picture Elements

In a short period of 2 minutes, "Chopsticks" expresses a variety of meanings using chopsticks as a carrier. Chopsticks, as a symbol, is the eating tool of the Chinese people, and its "reference" is the symbol of Chinese culture.

The founder of modern

language theory, the Swiss linguist Ferdinand de Klerk, said, "We have a lot to learn from the Chinese people. The founder of modern linguistic theory, the Swiss linguist Ferdinand de According to Saussure, the connection between the "referent" and "denotation" is random, and the same "referent" can have different "denotations". The same "capable reference" can have different "referents". After completing the basic meaning of "can refer", "Chopsticks" connects different meanings of "can refer".

The first image that jumps out at you 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. In this horizontal combination of images, the meaning of chopsticks has shifted to refer to the flavor of life. But in terms of the correlation between chopsticks and the old man, the chopsticks represent

the old man's life experience, and the old man's use of chopsticks to teach his child to appreciate the flavors of life is inspirational. In the second set of images, a mother is teaching 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 is not present feel that Chinese people should know how to use chopsticks, and that it is a culture that should be passed on. 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, but his father stops him from doing so at the Hakka Tujia Tulou building in Yongding, Fujian province. 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 caring, good neighborliness, and the parents' expectation and watchfulness over the baby.

2. Revealing the essence of symbolic meaning

The meaning of symbols unfolds along the horizontal and vertical axes, extending the

logical meaning of its horizontal plane and digging deep into the associative meaning of its vertical plane. (3) The French social critic and literary critic Roland Barthes, on the other hand, develops the associative dimension. Barthes, on the other hand, developed the associative level into an aggregative or systemic level. "'Referring' and 'can refer' 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 only relate to the symbols that are in

the field by association." ④ This is the process by which the horizontal combinations and vertical aggregations in advertising symbols work with each other to produce meaning.

In the whole advertisement, the horizontal combination of chopsticks with different families

interprets different meanings. In the vertical combination, the chopsticks connect the audience with the reality of the current society. Through the association, the audience sees the reality 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 advertisement of "Chopsticks" is made up of six groups of isomorphic images, and there is a kind of anticipatory atmosphere among the correlation 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 real people, expressing the desire of a nation's cultural inheritance by using ordinary but highly symbolic cultural objects. Therefore, the advertising text of "Chopsticks" is very relevant to its context and satisfies the emotional demands of Chinese people.

Communication Effect Analysis

As a pure public service advertisement, Chopsticks does not have commercial economic value, but mainly depends on the communication effect and social effect. While there are many elements that affect the communication effect, the author mainly analyzes them from the following aspects.

1. Disseminator: 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 general corporate behavior. CCTV, as the PSA owner of "Chopsticks", is well aware of the responsibility it bears. 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 public service advertisements, and reflecting the guiding power and influence of TV media.

2. Content of communication: fit the voice of the times

Social competition is fierce, and 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 ideas and lifestyles. At this time, the mission of PSAs is to advocate social and moral responsibility and spread excellent culture. The "Chopsticks Chapter" is a small but powerful piece of work, choosing a topic that is of great concern to the public as the theme of its communication, which is close to life and fits the audience's heart, and at the same time highlights the social responsibility of the PSA.

3. Audience: Receiver and Judge of Information

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

method of information dissemination for the whole society, which has 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 own personal experience and the social environment. Understanding and satisfying the audience's

socio-cultural psychological needs, letting the audience generate a sense of identity, and evoking a positive emotional experience as well as the corresponding intentional activities, is the only way to truly impress the audience. Chopsticks" touches people's hearts with its creativity and produces a powerful infectious force. Chopsticks are the tools that Chinese people use to eat, and the emotions and culture it carries have always influenced people. The reason why the public can accept and agree with the advertisement expression of "Chopsticks" is precisely because it caters to the psychological expectation of the audience.

Conclusion

As a public service advertisement, "Chopsticks Chapter"

has lived up to its name and won a wide range of social repercussions, achieved a good communication effect, and realized its advertising purpose. However, on the whole, the creative level of China's PSAs is still not high, and the development is not mature, which requires media people to continue

to learn and work hard, and the relevant state departments should also promote the development of China's PSAs by increasing investment, strengthening supervision, and encouraging 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 in letting public service advertisements really bring out the power of public welfare.