The Research On The Narrative Of Dove Chocolate TV Advertising In China In The Past Ten Years

With the rapid development of social economy,the variety of goods,advertising creators with the Times,from the initial Hawking style gradually changed to have a variety of narrative elements of advertising.As the leading brand of chocolate products,Dove chocolate is bound to have a unique creative mode and brand value that can be used for reference.The use of narratology for advertising creation is worth to be learned.First of all,Dove chocolate TV advertising in the narrative style used a variety of narrative person and narrative rhetoric for research.As a successful cultural advertisement,Dove chocolate TV advertising applies the essence of rhetoric to the creation of advertising narrative flexibly.It has created a brand culture with distinctive themes and artistic creativity,and created a brand myth in chocolate.Secondly,in the narrative content,Dove chocolate TV advertising mainly from the narrative scene,narrative audio-visual elements and narrative plot of three aspects of the content of the study.The narration of TV advertisement needs the narrative content of the story,and the content of the advertisement is constructed by the audio-visual elements to carry the specific connotation of the advertiser,thus deepen the main idea that the advertisement wants to spread to the audience.It is not only shows the commercial demands of advertisement,but also promotes the development of advertising narration to a higher level of meaning and content.The story always takes place in a certain time and space environment.The scene is an important part of the narrative,and it is also an important way to sell the goods in the current advertising market.Thirdly,in the narrative style,Dove chocolate TV Advertising in the creative process gradually try to communicate with the audience,through the excavation of the real life of the rich interesting material,advertising more humane creation,and constantly meet the aspirations of the audience."Intertextuality" is also a large number of use of Dove chocolate TV ads,so that the text has a game function,creating a consumer carnival atmosphere.Finally,the chocolate TV advertisement of the Dove analyzes its brand myth from the narrative symbol strategy and the brand narration strategy.In the TV advertisement,the audience more and more is not attracted by the use value of the commodity,but is interested in the symbolic meaning which the advertisement constructs.Dove chocolate brand use the communication platform of television advertising to disseminate their brand culture,brand meaning and product information,constracting the commodity brand image while allowing the audience to produce more identity,so as to achieve the purpose of sales.Therefore,it is very important to interpret the narrative study of the chocolate TV advertisement in Dove,and try to find out the law of Narratology in the chocolate TV advertisement.