摘要
针对新媒介的出现与发展使广告艺术生态发生的巨大变革,运用概念分析法、案例分析法和归纳法探究广告叙事设计的概念、原则、策略,把握广告叙事准则,采取互文性叙事、个体化叙事、情感化叙事和视听觉语言叙事策略做好广告叙事设计工作。
The appearance and development of the new media have brought about tremendous changes in the artistic ecology of advertisements.The narrative ideas and narrative modes of advertisements have also undergone great changes.Using concept analysis,case analysis and induction,the thesis explains the concepts,principles and strategies of advertising narrative design.Through the analysis of advertising narrative guidelines,the thesis puts forward the intertextual narration,individualized narration,emotional narration and strategies of visual and aural language narrative design of advertisements.
作者
郝银忠
HAO Yin-zhong(Binzhou University,Binzhou Shandong,256600,China)
出处
《黑河学刊》
2019年第6期50-52,共3页
Heihe Journal
基金
2018年度山东省艺术科学重点课题：“媒介融合背景下的广告叙事艺术研究”(201806187)
2017年度滨州学院教学研究项目：“基于创新能力培养的广告设计类课程教学方法改革”(BYJYYB201714)
关键词
广告
叙事设计
叙事策略
advertising
narrative design
narrative strategies
