Advertisement Narration And Its Evolution Research Of E-commerce Shopping Websites

Our lifestyle has undergone enormous changes for the development of e-commerce shopping website. When the ad text of the shopping website brought the new text style on the web, the advertising narrative mode has also undergone significant changes. This paper takes the advertising on the shopping website as the cutting point, and uses the narrative theory build a research framework of the analysis of advertising narrative. The main significance of the paper is to systematically analysis the rapidly changing advertising narrative on the shopping website and find out the possible evolution trajectory of the advertising narrative by the observation of it in recent years.There are six parts of the paper. The first part is introduction which mainly reviews the academic history. After the relevant key concepts have been defined in the second part, I sort out six modes of ad narrative, the narrative fragments on shopping website, melodrama, inspirational drama, absurd theatre, “Joking”,micro-film narrative, to provide a theoretical basis for the further longitudinal comparison. The third part explores the expression forms of advertising narrative on the shopping website from 2006 to 2015 based on the narrative content levels. The fourth part summarized the evolution process of narrative technique, narrative subject, narrative object, time, narrative ideas. The fifth part analyzes the possible and deviations during the evolution of the advertising narrative, advertising narrative and presented some the recommendations about look on the advertising narrative rationally, use the advertising narrative wisely. The sixth part is the conclusion of this paper. It summarizes the research conclusion. The advertising narrative time is long and informal, while lay stress on the forms of narrative, resulting in excessive pursuit of exaggerated advertising and entertainment which is difficult to guarantee authenticity.