电视广告的叙事学研究

发布时间：2018-04-09 07:43

本文选题：电视广告　切入点：叙事学　出处：《新疆大学》2015年硕士论文

【摘要】：经典叙事学刚刚开始仅仅局限于对文学的研究,而随着叙事学的发展。经典叙事学发展到后经典叙事学,研究范围得到大大的扩展。电视广告也能有幸进入到叙事学的研究视野中,不得不说它为电视广告的研究提供了一个新的视角与可能。一直以来,对电视广告的叙事学研究都不是特别完整,比较琐碎。特别是缺少对受众方的关注。对于电视广告,由于它与生俱来的商业属性,注定了它高度的说服性与诱惑性。目的就是达到受众的内心,使受众按照广告人的意图进行解码。所以,寻找提高电视广告在受众心中传播效果的方式是本文的题中之义。本文通过主要借鉴叙事学理论,同时融入了社会学、电影叙事学等学科理论知识,致力于构建电视广告的叙事学框架。以此希望能对电视广告有一个更深层次的分析和理解。
[Abstract]:Classical narratology has just begun to be confined to the study of literature, but with the development of narratology.Classical narratology has developed to post-classical narratology, and the research scope has been greatly expanded.Television advertising can also be lucky to enter the perspective of narratology, it must be said that it provides a new perspective and possibility for the study of television advertising.All along, the narratology research of TV advertisement is not particularly complete, relatively trivial.In particular, the lack of attention to the audience.For TV advertising, because of its inherent commercial attributes, it is doomed to a high degree of persuasion and temptation.The purpose is to achieve the heart of the audience, so that the audience in accordance with the intention of advertisers to decode.Therefore, it is the meaning of this article to find ways to improve the communication effect of TV advertisement in the audience.Based on the theory of narratology and the theoretical knowledge of sociology and film narratology, this paper is devoted to constructing the narratology framework of TV advertising.In this way, I hope to have a deeper analysis and understanding of TV advertising.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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