Research On Current Film And Television Advertisement Narrative Methods

Advertising along with the the human modern business activities came into being, film and television advertising as the industrial society of the20th century a medium of communication, from the date of birth by the pro-gaze of the masses, people’s daily lives is an important part of. Television advertising is more visual impact, compared with the traditional flat-screen print ads, radio ads and other forms of advertising audiovisual both efficient information transfer more than traditional print print advertising the advantages of the narrative. Television advertising is both the art of film and television art and advertising design features, its narrative methods differ with the film narrative, Television advertising Television advertising narrative narrative elements, the audience into the advertising context, to induce mass consumer advertising the advertised product or service information to take certain actions, and ultimately achieve effective dissemination of information to advertisers. Looking at the current domestic academia Television advertising narrative theory in the country only for or sporadic appear rarely from the point of view of the language of film narrative and film performance combined with the Advertising design requirements to conduct in-depth research, therefore, from film and television advertising narrative culture aspects of the environment and the narrative elements of the film and television advertising, television advertising narrative structure and performance practices, Television advertising narrative depth analysis, has become the focus of this study.The article has six chapters and adopts the combination of theory and case analysis as its research method. The first chapter expounds the purpose and the significance of the study, the status quo of narrative research both at home and abroad as well as the research direction of this article. The second chapter expounds the basic concept of film and television narrative and analyzes its expressive way and social and cultural environment. Chapter3-5mainly focus on the study of film and television advertisement narrative. Chapter Three analyzes in details the narrative story script, space, sound, time, picture and light from the elements of advertisement narrative. Chapter Four summarizes the three narrative summary Television advertising method proposed Misunderstanding of contemporary movie and TV advertising narrative. Finally, the development status of the current film and television advertising, reflection consumerism values the negative impact of the narrative of Television Advertising Initiative requirements of the Television Advertising narrative to consider not only the function of advertising, you must also spread positive energy to the consumer, which is the film and television Advertising narrative creation high demand.