A Study On The Video Advertising Narration Of Chinese Family Ethics

In the 1990 s,the theory of narratology transited from classical narratology to post-classical narratology.The research scope of narratology extended from literary narrative to cultural narrative works.Advertising narrative emerged as the times require.Video advertising can use vivid and touching narrative elements such as images and sounds to explain the theme,which has advantages over other advertisements.Chinese traditional family ethics is the basis of national character and national spirit.The combination of family ethics narrative and video advertising narrative adds the appeal of advertising narrative and arouses the emotional resonance of audience.This paper explores the performance of traditional Chinese family ethics in video advertisements,reveals the narrative characteristics of excellent Chinese family ethics in the video advertising,and hopes to give some inspiration to the future advertising creation of such subjects.The full text consists of six chapters.The introduction combs the current research of family ethics advertisement,raises the problems and shortcomings,and points out the research significance,methods and innovations of the paper.Chapter one gives a brief overview of narratology and advertising narrative,and points out the advantages of the video advertising at the narrative level.In the second chapter,through the interpretation of the content and significance of traditional family ethics,the reasons for the integration of family ethics theme and narrative of video advertisements are analyzed,and the importance of the existence of film and video advertisements of family ethics in the context of globalization is pointed out.Chapter three defines the concept of family ethics advertisement based on the theory of family ethics movies and TV dramas,and summarizes the characters and thematic appeals in family ethics advertisement by taking the award-winning works of the Yellow River Prize for China International Advertising Festival as samples.The fourth and fifth chapters mainly discuss the common narrative techniques of family ethics in video advertisements within the framework of film and television narrative theory.Chaptersix reveals the aesthetic value and social significance of family ethics in the video advertising narrative,and points out the creative limitations and development prospects of such advertising,hoping to provide positive reference for advertisement creators.Taking the only winning works of the Yellow River Prize for six years as samples,we can not cover all the current situation and problems.Moreover,the public service advertising narrative has its own particularity,which can not generalize the characteristics of all types of advertising narrative.Therefore,this article only makes a preliminary discussion on the family ethics video advertising family ethics,for reference only.