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通过对30则男士香水广告的叙事研究,得出男士香水广告的相关特征。这些特征包括其叙事人物的参与、叙事结构的选择、叙事镜头的选取及叙事中夸张手法的大量使用几个方面。这些研究结果旨在对我国的广告研究、叙事研究,以及欲走国际化路线的国内香水企业提供一定的启示。
Through the narrative study of 30 men’s fragrance ads, we can draw the relevant characteristics of men’s fragrance ads. These features include the participation of narrative characters, the choice of narrative structure, the selection of narrative lens and the extensive use of exaggeration in narration. These findings aim to provide some enlightenment to China’s advertising research, narrative research, and domestic perfume companies wanting to go international.