当代影视广告叙事方法研究

发布时间：2018-07-09 23:11

本文选题：影视广告 + 叙事　；参考：《浙江师范大学》2013年硕士论文

【摘要】：伴随着人类现代商业活动的开展应运而生,影视广告作为二十世纪工业社会产生的一种传播媒介,自诞生之日起就受到广大群众的亲睐,成为人们日常生活的一个重要组成部分。影视广告与传统的平面印刷广告、广播广告等广告形式相比更具视觉冲击力,其视听兼备、信息传递高效的特点,比传统平面印刷广告更具有叙事的优势。影视广告兼具影视艺术与广告设计艺术的特点,它的叙事方法与电影叙事有所区别,影视广告叙事是通过影视广告各叙事元素,把观众带入到广告情境中,劝诱大众消费者对广告所宣传的产品或服务信息采取一定的行动,最终达到广告信息的有效传播。综观目前国内学术界对影视广告叙事研究的理论在国内只有零星论作出现,鲜少从影视叙事方法与影视表现语言的角度结合广告设计的要求来进行深入研究,因此,从影视广告叙事的文化环境及影视广告的叙事元素、影视广告的叙事结构及表现手法等几个方面,对影视广告的叙事方法进行深入的剖析,成为了本文的研究重点。本文采用理论和案例分析相结合的研究方法进行分析论证。本文分为六章节,重点在第三章和第四章。第一章节阐述了选题的目的与意义,以及国内外对叙事学的研究现状和本文的重点研究方向。第二章阐述了影视广告叙事,分析了影视广告叙事的表现工具有哪些,以及社会文化环境对影视广告叙事产生了怎么样的影响。第三章以影视广告叙事元素为切入点,通过分析优秀的影视广告案例,重点从故事脚本叙事、影视空间叙事、影视声音叙事、时间叙事、图像叙事、光色叙事这六大影视广告叙事元素对影视广告叙事做了详细剖析,解读影视广告是如何通过叙事手段来高效传播广告目的。第四章归纳总结影视广告的三种叙事方法,提出当下影视广告叙事存在的误区。最后针对目前的影视广告的发展现状,反思了消费至上价值观对影视广告叙事带来的负面影响,倡议影视广告叙事的要求不仅要考虑广告的功能,还必须给消费者传播正能量,这为影视广告创作提出了高要求。
[Abstract]:With the development of modern human commercial activities, film and television advertising, as a media produced by industrial society in the 20th century, has been favored by the masses since its birth. Become an important part of people's daily life. Compared with the traditional print advertisement, broadcast advertisement and other advertising forms, film and television advertisement has more visual impact, its audio-visual and audio-visual features, high efficiency of information transmission, than the traditional print advertising has more narrative advantages. Film and television advertising has the characteristics of film and television art and advertising design art, and its narrative method is different from that of film narration. The narrative of film and television advertisement is to bring the audience into the advertising situation through the narrative elements of film and television advertisement. To persuade the public consumers to take certain actions on the product or service information advertised by the advertisement, and finally to achieve the effective dissemination of the advertising information. At present, there are only sporadic theories on the narrative study of film and television advertising in domestic academic circles, few of which are deeply studied from the angle of film and television narrative method and the expression language of film and television combined with the requirements of advertising design, therefore, From the aspects of the cultural environment and narrative elements of film and television advertising, the narrative structure and expression techniques of film and television advertising, the narrative method of film and television advertising has been deeply analyzed, which has become the focus of this paper. This article uses the theory and the case analysis the research method to carry on the analysis demonstration. This article is divided into six chapters, focusing on the third and fourth chapters. The first chapter describes the purpose and significance of the topic, as well as the domestic and foreign research on narratology and the focus of this research direction. The second chapter expounds the narrative of film and television advertising, analyzes the performance of the film and television advertising narrative tools, as well as the social and cultural environment on the film and television advertising narrative what kind of impact. The third chapter takes the narrative elements of film and television advertising as the breakthrough point, through the analysis of excellent film and television advertising cases, from the story script narrative, film and television space narrative, film and television voice narrative, time narration, image narration, The light color narration, the six major narrative elements of the film and television advertisement, makes a detailed analysis of the film and television advertising narrative, and explains how the film and television advertisement can effectively spread the purpose of the advertisement through the narrative means. Chapter four summarizes the three narrative methods of film and television advertising, and points out the existing misunderstandings in the narrative of film and television advertising. Finally, in view of the current situation of the development of film and television advertising, this paper reflects on the negative impact of the value of consumption first on the narrative of film and television advertising, and proposes that the requirement of the narrative of film and television advertising should not only consider the function of the advertisement, but also transmit positive energy to the consumers. This for film and television advertising creation put forward high requirements.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

【参考文献】