CAJ | 학술논문

商业广告的创新性与“讲故事”叙事批评相结合，以此来获得广告效益的最大化，为企业获取更好的经济效益。聚美优品广告不同于传统的商业广告，其内在的核心价值观通过“讲故事”深入人心，使广告更具有“推销能力”和“记忆价值”。本文以聚美优品一则广告为例，详细分析叙事场景、叙事事件、叙事对象、叙事评估等关键性元素，探究该广告如何通过“讲故事”方式来影响目标受众，进行有效性地说服，而且以点带面为商业广告提供创新性参考。
상업엄고적창신성여“강고사”서사비평상결합，이차래획득엄고효익적최대화，위기업획취경호적경제효익。취미우품엄고불동우전통적상업엄고，기내재적핵심개치관통과“강고사”심입인심，사엄고경구유“추소능력”화“기억개치”。본문이취미우품일칙엄고위례，상세분석서사장경、서사사건、서사대상、서사평고등관건성원소，탐구해엄고여하통과“강고사”방식래영향목표수음，진행유효성지설복，이차이점대면위상업엄고제공창신성삼고。
The combination of commercial and rhetorical narration enhances its performance to the great extent , which does good to pursue the enterprises ’ economic benefits .The advertisement for Jumei Youpin differs from the traditional ones and conveys its core value which makes a deep impression on the target audiences .It entitles the advertisement more attention value and memory value.This paper mainly analyses the key elements such as narrative scene , narrative targets, narrative events, narrative fidelity and narrative probability to explore how the advertisement stimulate the target audiences by telling stories .And it sets a good exam-ple for the commercials to explore the creative ways to get significant economic interests .