追求动力:广告情节结构的符号叙述学研究

In Pursuit of Attractiveness: A Semio-naratological Approach to the Plot Structure of Advertisement

当代广告情节中存在着一个悖论:要更好地介绍商品,最好直接明了说清楚;要让更多的接收者阅读文本,则要少说商品,强化情节的趣味性。要解决这"既要凸显又想隐藏商品信息"的矛盾,必须合理地安排商品在广告情节中的位置。符号叙述学为研究此论题提供了适切的工具。根据商品是否直接进入情节,广告可分为悬念叙述型和表演叙述型。悬念叙述型广告把商品放在尾题中,创造了巨大的表达张力。依据商品对情节发展承担的不同角色,表演叙述型广告又可区分为动力叙述型和静力叙述型。这三种广告类型往往服务于不同的广告目标。

One dilemma that faces an advertising text is that the commodity information should be projected and concealed at the same time.A better presentation of the commodity demands straightforward reference to it,whereas the need to arouse the curiosity of audience calls for the least possible mentioning of the commodity.The solution to this dilemma requires the proper positioning of the commodity in designing the plot of an advertisement.The present paper applies a semio-narratological approach to the resolution of this issue.Based on the positions assumed by commodities,the advertisements are divided into suspense narratives and performed narratives： the former present the commodity only in the end title,which produces high level of tension in the process of narration,while the latter are further divided into dynamic and static narratives according to different positions assumed by commodities in the advertisements.These three types of plots serve different purposes of advertising.