摘要
中国广告叙事包含了中正思维和出奇思维。中正思维的特征是"正"、"雅"、"解谜"、"神话";出奇思维的特征是"反叛"、"留白"、"独白"。两种不同的叙事思维共同促进中国广告叙事的发展。
The Chinese advertising narration exhibits the rational thoughts and deviational thoughts. The former is characterized by ＂rationality, elegance, unraveling mysteries and myths＂. The latter is characterized by ＂rebellion, blank - leaving and monologue＂. Those two different narrative thoughts have facilitated the development of the Chinese advertising narration.
出处
《苏州科技学院学报（社会科学版）》
2007年第3期86-89,共4页
Journal of University of Science and Technology of Suzhou:Social Science
关键词
中国广告
叙事
奇
正
Chinese advertisement
narration
deviational
rational
