康美药业广告叙事学分析

The Narrative Analysis on the Kang Mei Pharmaceutical Advertisement

企业面对竞争激烈的市场,产品同质化的现状,如何创造广告传播的有效就成为其面临的难题之一。而康美药业股份有限公司作为相对年轻的药企,利用央视这一平台,采用音乐电视广告片的形式,并且多年坚持投放,使得企业品牌价值得到提升,企业形象深入人心。该文以康美药业广告音乐MV《康美之恋》为叙事文本,借助叙事学的相关理论,从叙事主体和接受主体两个方面进行分析,发现康美药业广告的成功之处在于其成功的叙事能力。

The fierce competition of market and the current situation of product homogeneity have made it a great problem for thevalidity of advertising communication. As a relatively young drug firms, Kang Mei Pharmaceutical Company makes full use of theplatform of the CCTV, adopting the music television commercials and repeating the advertisement years after years. It is in this waythat the Kang Mei Pharmaceutical Company has made a great success in enhancing the brand value and wining support for the cor-porate image. With the aid of relevant narrative theory, this thesis intends to analyze the narrative text of the Kang Mei Pharmaceuti-cal advertisement from the perspectives of narrative subject and acceptance subject, thus unveiling the key of the Kang Mei Pharma-ceutical advertisement's success is its great narrative ability.