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叙事广泛地存在于人类的生活中。广告作为现代消费社会的显著特征之一,本质上是广告主在大众传播媒体上发布的以营利为目的的一种叙事。广告创作人员需要不断从社会文化中汲取能量,并结合商品找到适合与消费者进行沟通的创意点,使消费者对广告产生认同与共鸣,达到预期的广告效果。灰姑娘的故事在全球范围内广泛流传,这给广告创作者提供了灵感来源。作为一种原型,灰姑娘的故事在广告中反复出现,但在叙事上又有别于传统的文学叙事。
Narrative widespread in human life. Advertising, as one of the salient features of modern consumer society, is essentially a kind of narrative advertised by advertisers in the mass media for profit. Advertising creative staff need to continue to draw energy from the social culture, combined with goods to find suitable for consumers to communicate with the creative point, so that consumers agree with the ads and resonance, to achieve the desired effect of advertising. Cinderella’s story is widely circulated around the world, giving ad creators a source of inspiration. As a prototype, Cinderella’s story reappears in advertisements, but in the narrative is different from the traditional literary narrative.