影像的时空观与电视广告叙事史中的时间

Space-Time in the Figure and Time in the Television Advertising Narrative History

时空观不仅是重要的哲学和思想及文化概念,也构成影视叙事美学理论的核心范畴。中外电视广告发展史表明,电影叙事的"时间中心观"在两个方面影响着现代电视广告:一为文本叙事层面,一为话语叙事层面。央视广告招标制度产生的"标王"成为我国电视广告现代性时间叙事的象征,也从时间的角度建构了我国电视广告观念。

Space-time is not only an important construct within the domain of philosophy,thought and culture,but also framed as the core category in the aesthetics of film narrative.It can be learned from the history of Chinese and foreign television advertising that modern television advertising is influenced by the time-prioritized theories in film narrative in two ways：textual narrative and narrative discourse.The Top Bidder,which generated through CCTV advertising bidding system,becomes the symbol of modernistic time narration in the domestic television advertising.And it also constructs the Chinese television advertising thoughts from the perspective of time.