SSRScientific and Social Research2661-43322981-9946Bio-Byword Scientific Publishing Pty. Ltd.10.26689/ssr.v8i3.14356ArticleAn Exploration of the Artistic Choices in the Narrative of Chinese Public Service Advertising Imageshttps://artdesignp.com/journal/SSR/8/3/10.26689/ssr.v8i3.14356GuoYue2026832026-04-15As 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.

Zeng WJ, 2024, The Narrative of Filial Piety Culture in the Spring Festival Gala Public Service Advertisements. The Cloud, 2024(47): 55–57.

He ZY, 2024, A Study on the Narrative Perspective of Public Service Advertisements. Western Radio and Television, 45(18): 111–114.

Chen Y, 2024, An Analysis of the Narrative Expression of TV Public Service Advertisements in the New Era. Media, 2024(15): 73–75.

Liu D, 2024, A Study on the Narrative of Video Public Service Advertisements, thesis, Changchun University of Science and Technology.

Wang SL, Xie J, 2024, Cultural Symbol Innovation and Time-space Community Narrative in TV Public Service Advertisements — An Analysis Based on the 2024 CCTV Spring Festival Gala Public Service Advertisements. TV Research, 2024(5): 41–43.

Wu Y, 2024, A Study on the Narrative of Video-based Environmental Public Service Advertisements (2013–2023), thesis, Nanning Normal University.

Zhang GX, 2024, A Study on the Narrative of TV Public Service Advertisements of the "Yellow River Award" (2018–2022), thesis, Hebei Normal University.

Zheng H, Chen ZL, 2024, A Brief Analysis of Narrative Skills in the Writing of Public Service Advertisements in the Digital Age. Applied Writing, 2024(3): 23–26.

Wu QT, 2024, Exploration and Research on the Diversified Narrative Expression of Public Service Advertisements, thesis, Jilin University of the Arts.

Yang TX, Du JH, 2023, Emotional Expression and Storytelling Narrative — An Exploration of the Innovation Path of Audio-visual Public Service Advertisements. Educational Media Research, 2023(5): 93–95.

Yuan AQ, Hu XY, 2023, The Construction of Cultural Identity of Public Service Advertisements from the Perspective of Narratology — A Case Study of CCTV Spring Festival Gala Public Service Advertisements from 2013 to 2023. Media Forum, 6(15): 12–14 + 18.

Tang LC, 2023, Content Construction and Meaning Production: A Multimodal Discourse Analysis of CCTV Spring Festival Gala Public Service Advertisements, thesis, Huazhong University of Science and Technology.

Li YC, 2023, A Study on Traditional Culture-themed Video Public Service Advertisements, thesis, Hubei University of Arts and Science.

Zhang L, 2023, Chinese Style Aesthetics, Image Narrative and Cultural Construction — Innovative Communication of CCTV's 24 Solar Terms Public Service Advertisements. TV Research, 2023(1): 63–66.

Hu DY, 2022, The Value Dimension of Image Art Narrative in Public Service Advertisements. Literary and Art Criticism, 2022(5): 100–107.