Narrative Research On The Long-Picture Advertisement Of One-Shot

Standing in the wind of the rapidly turning Internet era,we have witnessed the development of marketing methods to a richer medium.As a rising star of new media advertising,the long picture of one-shot has been put into the battle of brand marketing together with creative presentations such as graphic posters,short videos,and micro-movies.Its popularity has not reached the point of being the only one,but also It can be divided equally with other forms of advertising.However,at present,there is very little research on this type of advertising in the academic circles,and the existing research framework for advertising texts is relatively fragmented and cannot be fully analyzed.Therefore,the author takes the long picture advertisement of one-shot as the entry point,draws on the relevant theories of literary narrative and image narrative,constructs a systematic research framework for the advertisement text of this kind of story-based graphic and text,while summing up the mirroring strategy of the long-picture advertisement of one-shot,I also hope to fill the gap in this aspect.In the specific text,this article uses the dichotomy of classic narrative texts to explain the text of the advertising case in detail from the two levels of story and discourse.The study found that the popularity of such advertisements is mainly due to the following reasons:storytelling,clever and reasonable graphics,good use of second person,words in the painting,trendy,humorous and professional language style,awakening and constructing collective memory;the long picture of one-shot,a delicate simulation style,a clear narrative,and a strong sense of ritual.In addition,in some nuances,aiming at the current environment of new media.the author puts forward the concept of“advertiser image”through the relationship between brand image and implied author,and based on the current research,the author gives specific methods and standards for how to describe the narrative text.