The “personification” communication of film and television public service advertisements can be described as a unique cultural presentation after the integration of film and television communication and rhetoric. Adopting the method of text analysis, based on the theoretical perspective of rhetoric, combined with the theory of narratology, the paper analyzes the process of “personification” of film and television public service advertisement. The research shows that the “personification” is embodied in three aspects. The first is the “personification” of the present subject, which is manifested as image anthropomorphism and behavioral anthropomorphism. The second is the “personification” in the form of expression, mainly in the narrative perspective and narrative structure, which are the direct anthropomorphism from the perspective of the first person and the indirect anthropomorphism under the dramatic structure. The third is the “personification” on the overall emotional tone, which is expressed as the “personification” based on the “synaesthesia”, i.e., the sensory transformation and the “personification” based on “empathy”, i.e., the emotional resonance.
Journal of Chongqing University of Posts and Telecommunications:Social Science Edition
film and television public service advertisements