我国电视广告的叙事研究
发布时间：2018-08-19 10:34
【摘要】：叙事作为渗透当代文化的普遍现象出现在各种媒介文本中,电视作为影响力最大最普及的大众媒体,其叙事现象得到了普遍关注,对各种电视节目文本的叙事特征与叙事策略的研究构成了电视叙事学的主体。但在这一视域内,广告作为电视文本的一种,其叙事特征与模式却没有得到足够关注。同时,我国电视广告的整体现状也存在着“广播化有余、影视化不足”的特点,影视广告的影视特性没有得到充分发挥,制约了我国广告业整体水准的提升。叙事作为深入社会与受众心理结构的因素,对社会接受和受众心理完形有重要意义,叙事表现在西方影视广告作品中是得到广泛而成熟的运用的,本文研究电视广告中的叙事旨在探索电视媒体中广告文本的叙事特征,为我国电视广告的表现力与创作思路提供参考。 文章在第一章论述了研究缘起后,第二章主要从电视广告的影视特性与艺术规律出发,详细阐释了电视广告叙事所依托的丰富的影像与声音表意系统,以及蒙太奇与声画配合结构的语法规则,并从神话深层结构与戏剧结构两方面概括了电视广告的典型结构形态。在第三章文章则回到叙事分析元素视角,分析了影视广告的叙事形式与内容策略,旨在理顺电视广告叙事的典型时间、空间、人物、场景策略以及情节综合策略,并说明影视广告的叙事策略作为广告创意思维的表现必须服从于创意表现主旨与创意的科学原则,科学、实效的前提要先于艺术元素的组织。本文第四章则参照后现代语境下的影视叙事学立场,在传统的电视广告叙事形态外论述视觉审美追求、自我表现、戏仿、拼贴等具有后现代特征的电视广告叙事新形态,为影视广告的创意做出思路开拓。最后的小结则统摄前文广告叙事的系统观点,联系本土电视广告普遍现状,从叙事视角反思了我国电视广告的表现力。
[Abstract]:Narration, as a universal phenomenon that permeates contemporary culture, appears in all kinds of media texts. Television, as the most influential and most popular mass media, has received universal attention to its narrative phenomenon. The main body of television narratology is the study of narrative characteristics and narrative strategies of various TV program texts. However, in this field of view, advertising as a television text, its narrative characteristics and patterns have not received enough attention. At the same time, the whole present situation of TV advertisement in our country also has the characteristic of "more than broadcasting, insufficient film and television", the film and television characteristic of film and television advertisement has not been brought into full play, which has restricted the promotion of the whole level of advertising industry in our country. As a factor of deep social and audience psychological structure, narrative plays an important role in social acceptance and audience psychological gestalt. It is widely and maturely used in western film and television advertising works. The purpose of this paper is to explore the narrative characteristics of advertising texts in TV advertising, and to provide reference for the expression and creative thinking of TV advertisements in China. After the first chapter discusses the origin of the study, the second chapter mainly from the television advertising characteristics and art law, detailed explanation of the television advertising narrative rely on the rich image and sound ideographic system. The grammatical rules of montage and sound-painting structure, and the typical structure of TV advertisement are summarized from the deep structure of mythology and the structure of drama. In the third chapter, we return to the perspective of narrative analysis element, and analyze the narrative form and content strategy of TV advertisement, aiming at straightening out the typical time, space, characters, scene strategy and plot comprehensive strategy of TV advertisement narrative. It also shows that the narrative strategy of film and television advertising, as the expression of creative thinking of advertising, must obey the scientific principles of creative expression and creativity, and the premise of scientific and practical effect should precede the organization of artistic elements. In the fourth chapter, referring to the position of film and television narratology in the post-modern context, the author discusses the new forms of television advertising narrative with the characteristics of post-modern, such as visual aesthetic pursuit, self-expression, parody, collage and so on, in addition to the traditional narrative form of television advertising. For the creation of film and television advertising to develop ideas. The final summary dominates the system view of the previous advertising narration and reflects the expressive power of our country's TV advertisement from the narrative angle of view, connecting with the general situation of the local TV advertisement.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222
本文编号：2191408
[Abstract]:Narration, as a universal phenomenon that permeates contemporary culture, appears in all kinds of media texts. Television, as the most influential and most popular mass media, has received universal attention to its narrative phenomenon. The main body of television narratology is the study of narrative characteristics and narrative strategies of various TV program texts. However, in this field of view, advertising as a television text, its narrative characteristics and patterns have not received enough attention. At the same time, the whole present situation of TV advertisement in our country also has the characteristic of "more than broadcasting, insufficient film and television", the film and television characteristic of film and television advertisement has not been brought into full play, which has restricted the promotion of the whole level of advertising industry in our country. As a factor of deep social and audience psychological structure, narrative plays an important role in social acceptance and audience psychological gestalt. It is widely and maturely used in western film and television advertising works. The purpose of this paper is to explore the narrative characteristics of advertising texts in TV advertising, and to provide reference for the expression and creative thinking of TV advertisements in China. After the first chapter discusses the origin of the study, the second chapter mainly from the television advertising characteristics and art law, detailed explanation of the television advertising narrative rely on the rich image and sound ideographic system. The grammatical rules of montage and sound-painting structure, and the typical structure of TV advertisement are summarized from the deep structure of mythology and the structure of drama. In the third chapter, we return to the perspective of narrative analysis element, and analyze the narrative form and content strategy of TV advertisement, aiming at straightening out the typical time, space, characters, scene strategy and plot comprehensive strategy of TV advertisement narrative. It also shows that the narrative strategy of film and television advertising, as the expression of creative thinking of advertising, must obey the scientific principles of creative expression and creativity, and the premise of scientific and practical effect should precede the organization of artistic elements. In the fourth chapter, referring to the position of film and television narratology in the post-modern context, the author discusses the new forms of television advertising narrative with the characteristics of post-modern, such as visual aesthetic pursuit, self-expression, parody, collage and so on, in addition to the traditional narrative form of television advertising. For the creation of film and television advertising to develop ideas. The final summary dominates the system view of the previous advertising narration and reflects the expressive power of our country's TV advertisement from the narrative angle of view, connecting with the general situation of the local TV advertisement.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G222
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