Discussion On Narrative Strategies Of Female Advertising

It seems that advertising is likely to become an inescapable part of human life with the arrival of the era of image. This paper puts extra emphasis on the research of female advertising from the aspects of construction of characters, narrative perspective of female and the narrative pattern of female advertising to demonstrate the narrative strategies. The first part mainly discusses that color, clothing and sounds to the role of advertising in construction of characters formation. Then, in the second part, it expounds the narrative perspective of female advertising. The third part explains the four narrative patterns in the female advertising and its theoretical root is role model of Algirdas Julien Greimas.