Research On The Development Of Modern Advertising Body Narrative

As the fundamental element for human activities, human's body has been attracting people's attention for thousands of years. Especially in modern consumer society, human's body shows its new meaning as a symbol, or a type of consumer product.Advertising is a commercial activity aiming to attract the attention of the audience and lead them to the final purchasing, so advertising narrative strategy is directly influence the audience's desire to buy. Body Narrative is widely used as an important advertising narrative strategy, not only in the traditional media such as printing and television advertising, but also in new media advertising based on internet technology, body narrative shows its unique charm and advantages. With the literature research and case analysis as the main research method, this paper attempts to analysis the performance of body narrative in different media environment, and sum up its regularity of developmentThis paper is divided into five chapters; chapter 1 raises the issue, defines the concept of advertising and body narrative, and reveals the origin of body narrative through the literature review. Chapter 1 also put up the significance of the research, and explains the main research methods it adopted. Chapter ? focus on the theme "the world starts from the body" and this chapter interprets the multiple cultural significance of human's body, especially reveals the double meanings of human's body in consumer culture perspective. This part plays the role of theoretical groundwork for specific analysis in the following contents. Chapters ? and ? are the main analysis parts of the paper, Chapter ? takes traditional media advertising as the analysis object, starting from the four aspects as body image, character's identity, perception of the body, and gender-oriented narrative phenomenon. Each aspect is divided into two sections, combined with practical case studies. However, with the great changes in media forms, especially the rapid development of media technologies, body narrative advertising exhibits its new characteristics in new media era, then Chapter ? starts from the new media advertising environment, sort out the new feature of body narrative, the focal points of the analysis are correspondingly the same as Chapter ? put forward previously: body image, character's identity, perception of the body, and gender-oriented narrative phenomenon. What's more, this chapter adds the perspective of social media hype of body issues, which is the new phenomena in current media environment, by this fully description, the paper strives to give a comprehensive report of body narrative in new media era. The fifth chapter is based on analysis of chapters III and IV on body narrative advertising, and makes the summary of the changing from the four aspects:the narrator, narrative style, narrative tools, and gender narration. This chapter also speculates the common reasons behind the change. The sixth chapter is the review and summary of the paper.