叙事学视阈下的中国白酒广告与西方洋酒广告对比研究  

A Comparative Study of the Advertisements of Chinese Baijiu(Liquor)and Western Wine: From the Narratological Perspective

作　　者：吴宏宇[1] 

机构地区：[1]四川理工学院外语学院,四川自贡643000

出　　处：《酿酒科技》2014年第11期111-113,共3页Liquor-Making Science & Technology

基　　金：川酒文化国际传播研究中心资助项目(编号:CJCB14-05)

摘　　要：中国酒文化的国际传播是中国白酒行业开拓海外市场的重要手段之一,中国白酒广告则是中国酒文化国际传播的关键环节。叙事能力已经成为跨文化交流的重要能力之一,直接影响到传播的效果。将叙事理论引入到中国酒文化国际传播的研究之中,通过中国白酒广告与西方洋酒广告的叙事模式,叙述距离和叙事人物的对比研究,为增强中国白酒广告的传播效果提供了可借鉴的途径与方法。The international communication of Chinese liquor culture is one of the important measures of exploiting the overseas market while the advertisements of Chinese Baijiu（liquor） is a key sector in the communication of Chinese liquor culture. However, huge investment on advertise-ments does not achieve ideal effects, because the lack of effective narrative strategy undermines the outcome of communication. So it is worth studying the narrative strategy of the advertisement of Chinese Baijiu（liquor）. In this paper, we incorporated the narrative theory to the study of the communication of Chinese Baijiu（liquor） culture and endeavored to provide adoptable measures and approaches to improve the communication effects of Chinese liquor culture by comparing the narrative modes, narrative distance and narrative figures in the advertisements between Chinese Baijiu（liquor） and western liquor.

关 键 词：白酒 广告 叙事策略 

分 类 号：F713.8[经济管理—广告] TS971[经济管理—产业经济]