中外影视广告的故事性比较

The Comparison of the Chinese and Foreign Showbiz Advertisement Stories

中国人是很会讲故事的,但在影视广告中却没能讲出几个让人感动的故事,广告人的讲故事能力被限制在叫卖中了。中国广告中的故事,不是平淡就是生硬,过渡不圆滑,有些假。不像外国影视广告中的故事,很自然,很流畅,有顺理成章的逻辑关系。其原因,一是中国影视媒体上投放广告需要大量资金,所以影视广告被做得很短;二是广告人没有继承讲故事的传统,没有形成讲故事的素质。

The Chinese are good at speaking story, but did not speak several showbiz advertising stories to let people be moved. The story-speaking ability of the person is limited in selling sound. The story in the advertisement in China is neither mild nor smooth, but has some false. Unlike the stories within foreign showbiz advertisement, they are very natural and flowing freely with clear logic relation. There are two reasons for this, one is that advertising in Chinese showbiz medium needs huge investment, so the showbiz advertisement is very short. The other is that advertisement maker doesn＇ t inherit the traditional ability of the story speaking.