本文選題：電視廣告　切入點：敘事學(xué)　出處：《新疆大學(xué)》2015年碩士論文

【摘要】：經(jīng)典敘事學(xué)剛剛開始僅僅局限于對文學(xué)的研究,而隨著敘事學(xué)的發(fā)展。經(jīng)典敘事學(xué)發(fā)展到后經(jīng)典敘事學(xué),研究范圍得到大大的擴展。電視廣告也能有幸進入到敘事學(xué)的研究視野中,不得不說它為電視廣告的研究提供了一個新的視角與可能。一直以來,對電視廣告的敘事學(xué)研究都不是特別完整,比較瑣碎。特別是缺少對受眾方的關(guān)注。對于電視廣告,由于它與生俱來的商業(yè)屬性,注定了它高度的說服性與誘惑性。目的就是達到受眾的內(nèi)心,使受眾按照廣告人的意圖進行解碼。所以,尋找提高電視廣告在受眾心中傳播效果的方式是本文的題中之義。本文通過主要借鑒敘事學(xué)理論,同時融入了社會學(xué)、電影敘事學(xué)等學(xué)科理論知識,致力于構(gòu)建電視廣告的敘事學(xué)框架。以此希望能對電視廣告有一個更深層次的分析和理解。
[Abstract]:Classical narratology has just begun to be confined to the study of literature, but with the development of narratology.Classical narratology has developed to post-classical narratology, and the research scope has been greatly expanded.Television advertising can also be lucky to enter the perspective of narratology, it must be said that it provides a new perspective and possibility for the study of television advertising.All along, the narratology research of TV advertisement is not particularly complete, relatively trivial.In particular, the lack of attention to the audience.For TV advertising, because of its inherent commercial attributes, it is doomed to a high degree of persuasion and temptation.The purpose is to achieve the heart of the audience, so that the audience in accordance with the intention of advertisers to decode.Therefore, it is the meaning of this article to find ways to improve the communication effect of TV advertisement in the audience.Based on the theory of narratology and the theoretical knowledge of sociology and film narratology, this paper is devoted to constructing the narratology framework of TV advertising.In this way, I hope to have a deeper analysis and understanding of TV advertising.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.8

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相關(guān)期刊論文 前2條

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本文編號：1725487