Author(s)

Zhekun Yan

Corresponding Author

Zhekun Yan

ABSTRACT

Communication believes that in any mass communication process, we should attach importance to the initiative of the audience, and mass communication should not only complete the task of making the audience accept, but also complete the communication effect of making them accept. Excellent TV public service advertisements not only arouse the attention and love of the audience, but also reflect good social benefits and social values. The creation of storytelling TV public service advertisements lies in how to tell good stories, arouse social emotional resonance and sublimate the public service theme. This paper attempts to analyze and discuss the storytelling strategy of TV public service advertisements from the perspective of communication, expounds the characteristics and existing problems of TV public service advertisements, and finally puts forward the storytelling idea of TV public service advertisements, so as to make the storytelling appeal of TV public service advertisements even higher.

KEYWORDS

Communication, TV public service advertisements, Storytelling