本文關(guān)鍵詞： 廣告敘事 電視敘事 敘事　出處：《湘潭大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中法奢侈酒電視廣告在敘事表現(xiàn)上具有形式的相似性，主題的代表性，文化的影響性，并具備當(dāng)代比較文學(xué)與世界文學(xué)研究所要求的基本條件：可比性。 中法奢侈酒電視廣告在敘事上有很多的相似性：首先是敘事視角的集中性，中法兩國都注重以集中的視角突出廣告的中心；其次是注重電視廣告中聲音的多樣性，以突出廣告的真實(shí)形象性；再次是廣告中人物的典范性，，在廣告人物和代言人的選擇上都會選擇在社會上具有良好習(xí)慣的，故事人物設(shè)計(jì)上也會注意人物正能量傳達(dá)；最后是廣告敘事中故事的情節(jié)性，兩國成功的廣告案例中都特別注重以富有情節(jié)性的故事來吸引受眾的注意力。同時，中法兩國奢侈酒廣告也具有較大的差異性。首先是交流方式上的不同，中國廣告擅長信息的單向告知，法國的廣告注重受眾的感知，注重兩者間的情感上的互動；其次是在敘事主題上的不同，中國注重突出酒的社交作用而法國則在于對生活、美酒的享受；最后是在敘事風(fēng)格上對奢華的表現(xiàn)不同。中法奢侈酒電視廣告中出現(xiàn)這些異同的原因在于：從歷史上來看中法兩國釀酒飲酒文化的差異，法國的飲酒在與品位，中國的飲酒賦予更多的社會關(guān)系內(nèi)涵。從敘事的傳統(tǒng)上來說中國更注重抒情式的敘事，法國擅長故事描述性的敘事。從思維方式上來說中國多為形象類比思維，法國多為邏輯發(fā)散思維。 中法奢侈酒電視廣告的敘事比較的研究，其目的在于實(shí)現(xiàn)中法廣告的對話和交流，在這種交流當(dāng)中借鑒吸收對方的成功經(jīng)驗(yàn)。尤其是國際商品交流的日益頻繁，做好跨國廣告對于我國廣告業(yè)而言既是機(jī)遇也是挑戰(zhàn)。在未來廣告業(yè)的發(fā)展中，國內(nèi)廣告創(chuàng)作人員應(yīng)該在深入理解不同文化編碼系統(tǒng)對廣告創(chuàng)作影響的基礎(chǔ)之上正視其創(chuàng)作上的不足之處，吸取國外廣告創(chuàng)作上的可取之處來創(chuàng)作出有影響力的廣告。
[Abstract]:The TV advertisement of Chinese and French luxury wine has the similarity of form, the representativeness of the theme, the influence of culture, and has the basic requirements of the contemporary comparative literature and the world literature research institute: comparability. There are a lot of similarities in narration between Chinese and French luxury wine TV advertisements: firstly, the centrality of narrative perspective, the focus of both China and France on the center of advertising, and secondly, the diversity of voices in TV advertisements. In order to highlight the true image of advertising, again is the model of the characters in advertising, in the choice of advertising characters and spokesmen will choose to have good habits in the society, the design of characters will also pay attention to the character positive energy communication; Finally, the plot of the story in the advertising narrative. In the successful advertising cases of both countries, special attention is paid to attracting the attention of the audience with the story full of plot. At the same time, The advertising of luxury wine between China and France also has great difference. Firstly, the Chinese advertisement is good at the one-way communication of information, and the French advertisement pays attention to the perception of the audience and the emotional interaction between the two. The second is the different narrative themes, China pays attention to highlight the social role of wine while France lies in the enjoyment of life and wine; Finally, it is different in narrative style. The reasons for these similarities and differences in the TV advertisements of Chinese and French luxury wine lie in: historically, the difference of wine culture between China and France, the drinking in France and the taste, Chinese drinking gives more connotation to social relations. Traditionally, China pays more attention to lyrical narration, France is good at descriptive narrative. In terms of way of thinking, China is more like image analogy thinking. France is mostly logical divergent thinking. The purpose of the study on the narrative comparison between Chinese and French luxury wine TV advertisements is to realize the dialogue and communication between China and France, and to draw lessons from the successful experiences of the other side in this kind of communication, especially with the increasing frequency of international commodity exchanges. Doing a good job of transnational advertising is both an opportunity and a challenge for our advertising industry. In the future, in the development of advertising industry, On the basis of deep understanding of the influence of different cultural coding systems on advertisement creation, domestic advertising creators should face up to the shortcomings of their creation and draw on the merits of foreign advertisement creation to create influential advertisements.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H05

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 夏吉英;;我國電視廣告的敘事學(xué)分析[J];太原城市職業(yè)技術(shù)學(xué)院學(xué)報(bào);2006年04期

2 張路黎;;廣告的敘事與情境的創(chuàng)造[J];湖北社會科學(xué);2008年01期

3 謝石城;;電視廣告中的情感敘事[J];福建論壇(社科教育版);2010年S1期

4 張山競;;廣告敘事概念辨析[J];廣告大觀(理論版);2009年01期

5 王偉明;;廣告語義結(jié)構(gòu)的敘事模式[J];中國廣告;2006年04期

6 阮毅;;談當(dāng)代中國油畫中的黑白灰[J];桂林師范高等�？茖W(xué)校學(xué)報(bào);2009年03期

7 姜龍;李春芳;;敘事體廣告語篇的及物性分析[J];杭州電子科技大學(xué)學(xué)報(bào)(社科版);2007年04期

8 馬曉宇;;淺議中西敘事傳統(tǒng)差異[J];科教文匯(上旬刊);2009年04期

9 黃國文;廣告語篇中的敘事性正文[J];外語研究;1997年03期

10 程國平;;白酒最有望成為中國奢侈品牌[J];酒世界;2012年02期

本文編號：1496627