中法奢侈酒电视广告的叙事比较

发布时间：2018-02-09 00:20

本文关键词： 广告叙事电视叙事叙事　出处：《湘潭大学》2013年硕士论文　论文类型：学位论文

【摘要】：中法奢侈酒电视广告在叙事表现上具有形式的相似性，主题的代表性，文化的影响性，并具备当代比较文学与世界文学研究所要求的基本条件：可比性。中法奢侈酒电视广告在叙事上有很多的相似性：首先是叙事视角的集中性，中法两国都注重以集中的视角突出广告的中心；其次是注重电视广告中声音的多样性，以突出广告的真实形象性；再次是广告中人物的典范性，，在广告人物和代言人的选择上都会选择在社会上具有良好习惯的，故事人物设计上也会注意人物正能量传达；最后是广告叙事中故事的情节性，两国成功的广告案例中都特别注重以富有情节性的故事来吸引受众的注意力。同时，中法两国奢侈酒广告也具有较大的差异性。首先是交流方式上的不同，中国广告擅长信息的单向告知，法国的广告注重受众的感知，注重两者间的情感上的互动；其次是在叙事主题上的不同，中国注重突出酒的社交作用而法国则在于对生活、美酒的享受；最后是在叙事风格上对奢华的表现不同。中法奢侈酒电视广告中出现这些异同的原因在于：从历史上来看中法两国酿酒饮酒文化的差异，法国的饮酒在与品位，中国的饮酒赋予更多的社会关系内涵。从叙事的传统上来说中国更注重抒情式的叙事，法国擅长故事描述性的叙事。从思维方式上来说中国多为形象类比思维，法国多为逻辑发散思维。中法奢侈酒电视广告的叙事比较的研究，其目的在于实现中法广告的对话和交流，在这种交流当中借鉴吸收对方的成功经验。尤其是国际商品交流的日益频繁，做好跨国广告对于我国广告业而言既是机遇也是挑战。在未来广告业的发展中，国内广告创作人员应该在深入理解不同文化编码系统对广告创作影响的基础之上正视其创作上的不足之处，吸取国外广告创作上的可取之处来创作出有影响力的广告。
[Abstract]:The TV advertisement of Chinese and French luxury wine has the similarity of form, the representativeness of the theme, the influence of culture, and has the basic requirements of the contemporary comparative literature and the world literature research institute: comparability. There are a lot of similarities in narration between Chinese and French luxury wine TV advertisements: firstly, the centrality of narrative perspective, the focus of both China and France on the center of advertising, and secondly, the diversity of voices in TV advertisements. In order to highlight the true image of advertising, again is the model of the characters in advertising, in the choice of advertising characters and spokesmen will choose to have good habits in the society, the design of characters will also pay attention to the character positive energy communication; Finally, the plot of the story in the advertising narrative. In the successful advertising cases of both countries, special attention is paid to attracting the attention of the audience with the story full of plot. At the same time, The advertising of luxury wine between China and France also has great difference. Firstly, the Chinese advertisement is good at the one-way communication of information, and the French advertisement pays attention to the perception of the audience and the emotional interaction between the two. The second is the different narrative themes, China pays attention to highlight the social role of wine while France lies in the enjoyment of life and wine; Finally, it is different in narrative style. The reasons for these similarities and differences in the TV advertisements of Chinese and French luxury wine lie in: historically, the difference of wine culture between China and France, the drinking in France and the taste, Chinese drinking gives more connotation to social relations. Traditionally, China pays more attention to lyrical narration, France is good at descriptive narrative. In terms of way of thinking, China is more like image analogy thinking. France is mostly logical divergent thinking. The purpose of the study on the narrative comparison between Chinese and French luxury wine TV advertisements is to realize the dialogue and communication between China and France, and to draw lessons from the successful experiences of the other side in this kind of communication, especially with the increasing frequency of international commodity exchanges. Doing a good job of transnational advertising is both an opportunity and a challenge for our advertising industry. In the future, in the development of advertising industry, On the basis of deep understanding of the influence of different cultural coding systems on advertisement creation, domestic advertising creators should face up to the shortcomings of their creation and draw on the merits of foreign advertisement creation to create influential advertisements.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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