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广告叙事指的是在特定的社会文化语境中,广告主以盈利为目的,借助一种或多种媒介表述一件或一系列真实或虚构事件,传递产品、服务等企业信息的活动。通过使用时序、时长、时频三个概念来探讨电视广告叙事时间,电视广告中多用顺叙,保证其通俗易懂,避免理解错位;从时长上来看,最常见的是省略和概述,因其能在较短的时间内表述更多的信息;为了强调产品,时频上常采用重复性叙述。
Advertising narrative refers to the activities of advertisers in the specific socio-cultural context in which advertisers use the medium or media to express one or a series of real or imaginary events and deliver the information of products such as products and services. Through the use of timing, duration, time and frequency of the three concepts to explore television advertising narrative time, television ads with more Syria, to ensure its easy to understand, to avoid misunderstanding; from the time point of view, the most common is the omission and overview, because of its More information can be expressed in less time; repetitive narration is often used on time and frequency to emphasize the product.