| 聚美优品广告的修辞学叙事批评 |
| |
| 引用本文： | 陈莫兰.聚美优品广告的修辞学叙事批评[J].鸡西大学学报,2014(2):136-138. |
| |
| 作者姓名： | 陈莫兰 |
| |
| 作者单位： | 浙江工商大学外国语学院,浙江杭州310018 |
| |
| 摘 要： | 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。
|
| 关 键 词： | 讲故事 目标受众 叙事批评 |
On Rhetorical Narration of Advertisements for Jumei Youpin |
| |
| Chen Molan.On Rhetorical Narration of Advertisements for Jumei Youpin[J].JOurnal of Jixi University:comprehensive Edition,2014(2):136-138. |
| |
| Authors: | Chen Molan |
| |
| Institution: | Chen Molan ( School of Foreign Language, Zhejiang Gongshang University, Hangzhou, Zhejiang 310018, China) |
| |
| Abstract: | 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 . |
| |
| Keywords: | story- telling target audiences rhetorical-narration |
| 本文献已被 CNKI 维普 等数据库收录！ |
|
