摘要
怀旧广告主要以“叙事”为手段,引起与目标受众的情感共鸣,说服目标受众珍惜和热爱生活.1991版南方黑芝麻糊广告深深感染了每一位观众,并与产品完美地结合在一起.不可否认的是“修辞叙事”手段在当中扮演了举足轻重的作用.本文以此为例,详细分析广告的叙事者、叙事对象、叙事事件、叙事主题等关键性元素,说明怀旧广告如何从修辞学叙事视角来说服并感动目标受众.
Nostalgic advertisements aim at persuading the target audience to cherish their everyday life by narrating and then resonating their emotions. Debuted in 1991, the Nanfang Black Sesame Paste advertisement deeply touched the audience with perfect combination with the product. It＇s undeniable that the narrative rhetoric plays an important role in the advertisement. The thesis analyzes key factors in the advertisement such as narrator, audience, circumstance and subject, and elaborates on how nostalgic advertisements touch and influence the audience.
出处
《科教导刊》
2013年第30期25-26,共2页
The Guide Of Science & Education
关键词
怀旧广告
目标受众
修辞叙事
Nostalgic advertisement
target audience
narrative rhetoric
