發(fā)布時(shí)間：2018-07-09 23:11

  本文選題：影視廣告 + 敘事　； 參考：《浙江師范大學(xué)》2013年碩士論文

【摘要】：伴隨著人類現(xiàn)代商業(yè)活動(dòng)的開(kāi)展應(yīng)運(yùn)而生,影視廣告作為二十世紀(jì)工業(yè)社會(huì)產(chǎn)生的一種傳播媒介,自誕生之日起就受到廣大群眾的親睞,成為人們?nèi)粘Ｉ畹囊粋�(gè)重要組成部分。影視廣告與傳統(tǒng)的平面印刷廣告、廣播廣告等廣告形式相比更具視覺(jué)沖擊力,其視聽(tīng)兼?zhèn)�、信息傳遞高效的特點(diǎn),比傳統(tǒng)平面印刷廣告更具有敘事的優(yōu)勢(shì)。影視廣告兼具影視藝術(shù)與廣告設(shè)計(jì)藝術(shù)的特點(diǎn),它的敘事方法與電影敘事有所區(qū)別,影視廣告敘事是通過(guò)影視廣告各敘事元素,把觀眾帶入到廣告情境中,勸誘大眾消費(fèi)者對(duì)廣告所宣傳的產(chǎn)品或服務(wù)信息采取一定的行動(dòng),最終達(dá)到廣告信息的有效傳播。綜觀目前國(guó)內(nèi)學(xué)術(shù)界對(duì)影視廣告敘事研究的理論在國(guó)內(nèi)只有零星論作出現(xiàn),鮮少?gòu)挠耙晹⑹路椒ㄅc影視表現(xiàn)語(yǔ)言的角度結(jié)合廣告設(shè)計(jì)的要求來(lái)進(jìn)行深入研究,因此,從影視廣告敘事的文化環(huán)境及影視廣告的敘事元素、影視廣告的敘事結(jié)構(gòu)及表現(xiàn)手法等幾個(gè)方面,對(duì)影視廣告的敘事方法進(jìn)行深入的剖析,成為了本文的研究重點(diǎn)。 本文采用理論和案例分析相結(jié)合的研究方法進(jìn)行分析論證。本文分為六章節(jié),重點(diǎn)在第三章和第四章。第一章節(jié)闡述了選題的目的與意義,以及國(guó)內(nèi)外對(duì)敘事學(xué)的研究現(xiàn)狀和本文的重點(diǎn)研究方向。第二章闡述了影視廣告敘事,分析了影視廣告敘事的表現(xiàn)工具有哪些,以及社會(huì)文化環(huán)境對(duì)影視廣告敘事產(chǎn)生了怎么樣的影響。第三章以影視廣告敘事元素為切入點(diǎn),通過(guò)分析優(yōu)秀的影視廣告案例,重點(diǎn)從故事腳本敘事、影視空間敘事、影視聲音敘事、時(shí)間敘事、圖像敘事、光色敘事這六大影視廣告敘事元素對(duì)影視廣告敘事做了詳細(xì)剖析,解讀影視廣告是如何通過(guò)敘事手段來(lái)高效傳播廣告目的。第四章歸納總結(jié)影視廣告的三種敘事方法,提出當(dāng)下影視廣告敘事存在的誤區(qū)。最后針對(duì)目前的影視廣告的發(fā)展現(xiàn)狀,反思了消費(fèi)至上價(jià)值觀對(duì)影視廣告敘事帶來(lái)的負(fù)面影響,倡議影視廣告敘事的要求不僅要考慮廣告的功能,還必須給消費(fèi)者傳播正能量,這為影視廣告創(chuàng)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.
【學(xué)位授予單位】：浙江師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J524.3

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本文編號(hào)：2111051