Narrative Research On Chinese Television Advertisement

Narrative vision implementation has become a new research heatpoint since narrative text broke through the boundary of limited literature character. As one of the most widespread vision media, television has a long history of more than seventy years till now. It has not only deeply get involved in people's daily living sphere by bring them information and amusement, but also evoke the change of people's feeling mode,thinking mode as well as behavior mode in the world. Hithreto, television narrative research has already become an important region in postclassical narratology. Yet the research achievement on television advertisiment which is one of the most common television programmes is still very rare. In spite of the sporadic papers of television advertisiment narrative research, it has not form an integrity subject system at all. The aim of this thesis was to make some helpful research in this region though the research mode which was built in the thesis was still insufficient.The text was divided into five parts: The basic conception of narratology applicability of narrative theory in television advertisiment research was explained in the first chapter; television advertisiment was researched on four aspects: the entity of narratory,the display mode of storied advertisiment,the analysis of live broadcast and word of narrative advertisiment in the second chapter; narrative research on the symbol mode of television advertisiment such as montages and voices et cetera was made in the third chapter; television advertisiment was analyzed by signifier and signified of advertisiment as well as narrative technique in desire and implementation in the fourth chapter; the relationship of narrative prototype and adoption in television advertisiment was discussed on several aspects such as circumstances prototype,ideological prototype and person prototype et cetera in the fifth chapter.In a word, so-called narrative televison advertisiment is to research on how television advertisiment text tell stories. Considering narrative theory as the theory of research on narrative text, the directional significance of it in researching on narrative phenomenon in television advertisiment is conspicuous. Narrative theory offers a theoretical visual angle which is focused on the internal mechanism and operational law of narrative text while it is also refered to the interactive relationship between readers and texts. The introduction of narrative theory could not only offer a new visual angle of research on television advertisiment but also lay a foundation for the theorized way of criticism of television advertisiment.