声声入耳,字字传意——电视广告声音叙事的特征研究

ANALYSIS OF SOUND NARRATIVE IN TV ADVERTISING

电视广告是最精练的电视叙事形态。电视广告中的声音主要有画外音、人物语言、音乐和音响。电视广告的叙事离不开声音,声音是是对画面的补充与延伸。电视广告运用声音叙事也是由广告本身的传统与特性所决定的。本文将结合个案,从叙事视角、叙事时序、叙事时限、叙事扩展等方面对电视广告声音叙事的特征与功能进行分析。

TV advertising is the most delicate form of TV narative. The sound of TV advertising mainly has the sound out of the picture, language of characters, music and resonance. The narrative of TV advertising can＇ t take away from sound and the sound is a supplement and expansion to the picture. TV advertising＇ s using sound to narrate is decided by the tradition and features of advertising itself. In this paper the writers have analysed the characteristics and functions of sound narrative of TV advertising in combination with cases from the visual angle, time table ,time limit, extension of narrative and so on.