| 论中国电视广告叙事中的缺失 |
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| 引用本文： | 王憬晶.论中国电视广告叙事中的缺失[J].浙江万里学院学报,2008,21(6):1-3. |
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| 作者姓名： | 王憬晶 |
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| 作者单位： | 浙江万里学院,宁波,315100 |
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| 摘 要： | 电视所具有的视听效果综合性的优势，使其成为一个很好的讲故事的媒体，将叙事手段和技巧运用于广告诉求之中，使得无生命的产品或品牌成为富有生命力的角色，以增加广告效果的生动性、趣味性，是电视广告制胜的武器之一。文章着重探讨国内电视广告叙事的不足之处，以找寻更好的电视广告叙事之路。
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| 关 键 词： | 电视广告 广告叙事 创意 缺失 |
On the Narrative Deficiencies of China's TV Commercials |
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| WANG Jing-jing.On the Narrative Deficiencies of China''s TV Commercials[J].Journal of Zhejiang Wanli University,2008,21(6):1-3. |
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| Authors: | WANG Jing-jing |
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| Institution: | WANG Jing-jing (ZhejiangWanli University, Ningbo 315100) |
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| Abstract: | To other media, the television possesses comprehensive superior audio-visual effects, which makes it a better media to narrate stories. A unique technique applied by TV advertisement is to integrate varied narrative methods into an advertisement to make a product full of life, reaching vivid and attractive advertising effects. This article discusses the narrative deficiencies of TV advertisement in China and suggests better narrative methods |
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| Keywords: | television commercial advertising narration innovative approach deficiency |
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