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随着信息化时代的来临,如今世界各国之间的联系和交往越来越方便,而影视作为最容易被人们接受的文化表现形式之一,各个国家影视作品已经逐渐实现在全球化传播。在当前的全球化影视背景下,传统广告由于受到互联网和受众需求的影响,发展越来越受到局限,而故事型广告作为比较新颖的广告类型,其主要通过故事吸引观众,以实现广告营销的目的。本文主要分析了故事型广告的产生,阐述了传统广告的现状及故事型广告的传播优势,并针对故事型广告的创新及特征进行了研究和探讨,以期促进故事型广告的进一步发展。
With the advent of the information age, the links and contacts between countries in the world are becoming more and more convenient nowadays. As one of the most easily accepted cultural expressions, film and television productions in various countries have been gradually spreading in the world. In the current context of global film and television, traditional advertising is more and more limited due to the impact of Internet and audience needs. As a relatively new type of advertisement, story-type advertisement mainly attracts the audience through stories to achieve the goal of advertising purpose. This paper mainly analyzes the production of story advertisement, expounds the current situation of traditional advertisement and the advantage of story advertisement dissemination, and studies and discusses the innovation and characteristics of story advertisement in order to promote the further development of story advertisement.