The Study Of Narrative In Chinese Television Advertisements

Narrative has become hot since it began to be used in other fields besides in literature. So far. the study of narrative in television advertising becomes an important field in postclassical narratology. Yet the research on television advertisements, one of the popular television programs, is still very rare and insufficient. The theories of narrative in television advertisements have not formed an integrity subject system at all. Therefore, the thesis aims to make some useful research in this field.In a word, the so-called narrative in television advertising focuses on the way of story telling of television advertisements. The significance of narrative theories is conspicuous for researching on narrative phenomenon in television advertisements since they are used for studying the narrative texts and offer a theoretical visual angle that focus on the internal mechanism, the operational law of narrative text and the interaction between readers and texts. The narrative theories could not only offer a new visual angle of research on television advertisements but also lay a foundation for the theorized way of criticism in television advertisement.There are five chapters in this thesis. Chapter one introduces some narrative theories. Chapter two introduces the narrative symbols of color and voice in some Chinese television advertisements. Chapter three introduces the narrative archetype. Chapter four introduces the narrative techniques from the view of signifier, signified and the desire and achievement of narrative. Chapter five introduces the discourse analysis of the narrative in some Chinese television advertisements.