發(fā)布時(shí)間：2018-08-19 10:34

【摘要】：敘事作為滲透當(dāng)代文化的普遍現(xiàn)象出現(xiàn)在各種媒介文本中,電視作為影響力最大最普及的大眾媒體,其敘事現(xiàn)象得到了普遍關(guān)注,對(duì)各種電視節(jié)目文本的敘事特征與敘事策略的研究構(gòu)成了電視敘事學(xué)的主體。但在這一視域內(nèi),廣告作為電視文本的一種,其敘事特征與模式卻沒(méi)有得到足夠關(guān)注。同時(shí),我國(guó)電視廣告的整體現(xiàn)狀也存在著“廣播化有余、影視化不足”的特點(diǎn),影視廣告的影視特性沒(méi)有得到充分發(fā)揮,制約了我國(guó)廣告業(yè)整體水準(zhǔn)的提升。敘事作為深入社會(huì)與受眾心理結(jié)構(gòu)的因素,對(duì)社會(huì)接受和受眾心理完形有重要意義,敘事表現(xiàn)在西方影視廣告作品中是得到廣泛而成熟的運(yùn)用的,本文研究電視廣告中的敘事旨在探索電視媒體中廣告文本的敘事特征,為我國(guó)電視廣告的表現(xiàn)力與創(chuàng)作思路提供參考。 文章在第一章論述了研究緣起后,第二章主要從電視廣告的影視特性與藝術(shù)規(guī)律出發(fā),詳細(xì)闡釋了電視廣告敘事所依托的豐富的影像與聲音表意系統(tǒng),以及蒙太奇與聲畫(huà)配合結(jié)構(gòu)的語(yǔ)法規(guī)則,并從神話深層結(jié)構(gòu)與戲劇結(jié)構(gòu)兩方面概括了電視廣告的典型結(jié)構(gòu)形態(tài)。在第三章文章則回到敘事分析元素視角,分析了影視廣告的敘事形式與內(nèi)容策略,旨在理順電視廣告敘事的典型時(shí)間、空間、人物、場(chǎng)景策略以及情節(jié)綜合策略,并說(shuō)明影視廣告的敘事策略作為廣告創(chuàng)意思維的表現(xiàn)必須服從于創(chuàng)意表現(xiàn)主旨與創(chuàng)意的科學(xué)原則,科學(xué)、實(shí)效的前提要先于藝術(shù)元素的組織。本文第四章則參照后現(xiàn)代語(yǔ)境下的影視敘事學(xué)立場(chǎng),在傳統(tǒng)的電視廣告敘事形態(tài)外論述視覺(jué)審美追求、自我表現(xiàn)、戲仿、拼貼等具有后現(xiàn)代特征的電視廣告敘事新形態(tài),為影視廣告的創(chuàng)意做出思路開(kāi)拓。最后的小結(jié)則統(tǒng)攝前文廣告敘事的系統(tǒng)觀點(diǎn),聯(lián)系本土電視廣告普遍現(xiàn)狀,從敘事視角反思了我國(guó)電視廣告的表現(xiàn)力。
[Abstract]:Narration, as a universal phenomenon that permeates contemporary culture, appears in all kinds of media texts. Television, as the most influential and most popular mass media, has received universal attention to its narrative phenomenon. The main body of television narratology is the study of narrative characteristics and narrative strategies of various TV program texts. However, in this field of view, advertising as a television text, its narrative characteristics and patterns have not received enough attention. At the same time, the whole present situation of TV advertisement in our country also has the characteristic of "more than broadcasting, insufficient film and television", the film and television characteristic of film and television advertisement has not been brought into full play, which has restricted the promotion of the whole level of advertising industry in our country. As a factor of deep social and audience psychological structure, narrative plays an important role in social acceptance and audience psychological gestalt. It is widely and maturely used in western film and television advertising works. The purpose of this paper is to explore the narrative characteristics of advertising texts in TV advertising, and to provide reference for the expression and creative thinking of TV advertisements in China. After the first chapter discusses the origin of the study, the second chapter mainly from the television advertising characteristics and art law, detailed explanation of the television advertising narrative rely on the rich image and sound ideographic system. The grammatical rules of montage and sound-painting structure, and the typical structure of TV advertisement are summarized from the deep structure of mythology and the structure of drama. In the third chapter, we return to the perspective of narrative analysis element, and analyze the narrative form and content strategy of TV advertisement, aiming at straightening out the typical time, space, characters, scene strategy and plot comprehensive strategy of TV advertisement narrative. It also shows that the narrative strategy of film and television advertising, as the expression of creative thinking of advertising, must obey the scientific principles of creative expression and creativity, and the premise of scientific and practical effect should precede the organization of artistic elements. In the fourth chapter, referring to the position of film and television narratology in the post-modern context, the author discusses the new forms of television advertising narrative with the characteristics of post-modern, such as visual aesthetic pursuit, self-expression, parody, collage and so on, in addition to the traditional narrative form of television advertising. For the creation of film and television advertising to develop ideas. The final summary dominates the system view of the previous advertising narration and reflects the expressive power of our country's TV advertisement from the narrative angle of view, connecting with the general situation of the local TV advertisement.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：G222

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本文編號(hào)：2191408