| Television and film advertisement, functioning as a significant part in the buyerdecision process, can play an indispensable role in daily life. Compared to the printadvertisement delivering visual shock by static images, television and filmadvertisement stimulates people’s perception in both visual and auditory systemswith its moving images and vivid voices. By unceasingly updating the combination ofnarrative elements, it will make a refreshment for the audiences in order to improvethe advertising effect. In addition, there is a containing for flexible art-forms intelevision and film advertisement which dramatically contributes to advertisingpersuasion.In the enlightenment of study on film narratology, this paper takes the winningentries of Cannes Lions International Festival of Creativity as research base to analyzethe narrative elements, discover both differences and link between them. Then, it willbe ultimately corresponded to the type of advertising planning model for commercialadvertisements drawing a narrative elements of television and film advertisement inmore practical sense.According to the previous researching literatures, narrative elements of televisionand film advertisements in this paper will be divided into three layers for text, storyand discourse. After that, 220 advertisements, sampled from awards within the year of2005-2015 in Cannes Lions International Festival of Creativity, are studied by severaldimensions with content analysis. Finally, it is concluded the tendency in applicationfor narrative elements of the winning advertisements and the combination of narrativeelements for public service advertisements, as well as the commercials. |
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