电视广告中的叙事缺陷与叙事策略——以牙膏电视广告为例  

Narrative Defects and Narrative Strategies in Television Advertising——A Case Study of Toothpaste Television Advertising

作　　者：刘海伦[1] 温潘亚[2] 

机构地区：[1]扬州大学文学院,江苏扬州225001 [2]泰州学院,江苏泰州225300

出　　处：《湖北第二师范学院学报》2016年第5期121-124,共4页Journal of Hubei University of Education

摘　　要：广告叙事学的主体是由广告的叙事特征和叙事策略的研究构成的。本文运用叙事学理论,构建研究框架,结合电视广告的现状,从叙事学角度分析了我国电视广告的表现力。叙事学分析有助于为电视广告创作提出批评与指正,电视广告叙事的发展也有助于丰富叙事学的理论内涵。This paper analyzes television advertising by using the knowledge of literary narrative theory and movie narrative theory. The subject of advertising narrative is combined with narrative characteristics and narrative strategies. Thus it is necessary to make a systematic and comprehensive analysis of the establishment of television advertising system. Last but not the least,this paper,from narrative theory,analyzes the expressive force of China＇s televisison advertising through the current situation of television advertising and provides with relevant countermeasures and corrections,which will contribute to the development of television advertising narration as well as the enrichment of implications of narratology.

关 键 词：电视广告 叙事缺陷 叙事策略 

分 类 号：G222.3[文化科学]