全媒体时代广告叙事性设计研究  

作　　者：刘中华[1] 罗莎莎[1] 

机构地区：[1]常州信息职业技术学院

出　　处：《网印工业》2024年第11期32-34,共3页Screen Printing Industry

基　　金：2019江苏省高校哲学社会规划课题“全媒体时代广告创意的叙事模式研究”(项目编号:2019SJA1149);江苏省高职院校教师专业带头人高端研修项目资助“全媒体时代广告创意的叙事模式研究”(项目编号:2020GRFX016)的研究成果

摘　　要：广告作为信息传递的手段,其目的是向消费者有效传达信息,促进销售。广告叙事是广告内容表达的方式。在当今全媒体时代,传媒环境的变化促进了广告创意思维的创新,也为广告叙事的灵活运用提供了空间。从叙事的角度对广告叙事性设计进行提炼,分析了全媒体时代下广告叙事性设计的表现特征,提出了广告叙事性设计的新思路及方法,以期为广告从业者在进行广告创意及设计过程中提供指导和启示。Advertising,as a means of information transmission,aims to effectively convey information to consumers and promote sales.Advertising narrative represents the way in which advertising content is expressed.In the current era of omnimedia,Changes in the media environment have promoted innovation in advertising creative thinking and provided space for the flexible application of advertising narratives.This paper refines the concept of advertising narrative design from a narrative perspective,analyzes the expressive characteristics of advertising narrative design in the era of omnimedia,and proposes new ideas and methods for advertising narrative design,with the aim of providing guidance and inspiration for advertising professionals during the process of advertising creativity and design.

关 键 词：全媒体 叙事 广告叙事 

分 类 号：F713.8[经济管理—广告] J524.3[经济管理—产业经济]