CAJ | 학술논문

叙事学已成为跨学科的元语言。本文分析了广告叙事的产生,对前电子媒介时代的原始广告叙事和电子媒介时代的影视广告叙事进行了分类分析,在这个基础上,提出了广告叙事的特征,指出公益广告叙事诗意的劝说形式代表着未来商业广告叙事发展的方向。
서사학이성위과학과적원어언。본문분석료엄고서사적산생,대전전자매개시대적원시엄고서사화전자매개시대적영시엄고서사진행료분류분석,재저개기출상,제출료엄고서사적특정,지출공익엄고서사시의적권설형식대표착미래상업엄고서사발전적방향。
Narratology has become a multidisciplinary mealanguage.By analyzing the appearance of advertisement narration and the original advertisement narration before the electronic media era and TV advertisement narration in the electronic media era separately,this paper summarized the advertisement narrative characteristics,and pointed out that the public advertisement narrative with poetic persuading form represents the future development direction of commercial advertisement narration.