Keywords
Image narrative
Artistic choice
Cultural confidence
Submitted : 2026-03-16
Accepted : 2026-03-31
Published : 2026-04-15
Abstract
As an important carrier for conveying positive social energy, guiding public value orientation, and promoting mainstream culture, the creation and broadcast of public service advertisements have continued to flourish. Image narrative is the core path for it to realize communication efficiency and cultural value. Rooted in the local cultural context and combined with the characteristics of the times, it has formed a unique system of artistic choices in terms of narrative themes, audio-visual language, narrative structure, and emotional expression. Based on this, this paper focuses on exploring the current artistic choice paths of image narrative in Chinese public service advertisements, aiming to provide a theoretical reference for Chinese public service advertisements to improve the quality of image expression, enhance communication efficiency, and demonstrate cultural confidence.
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