视频广告的影像叙事研究——以日本BB-navi广告排行榜为例

选取日本BB-navi广告排行榜2021年1月至2022年6月每月排名前十的共160支视频广告为研究对象,采用叙事学理论和内容分析法,探索视频广告中叙事话语、叙事策略和叙事时空的显著特点。研究发现广告模特选择收窄,暖色调产品广告更受欢迎;音乐铺垫叙事风格,音效转换叙事场景;叙事密度高,叙事风格偏重感性诉求;叙事时序线性式,叙事空间倾向选择内景。日本视频广告叙事的研究不仅有利于了解当下日本广告的传播环境,也为我国广告叙事中各元素的组合提供了参考和借鉴。     

微电影广告叙事策略探究

当前时代,各类先进的网络技术带给人们全新的生活与工作方式,传统媒体垄断格局在新媒体的冲击下逐渐产生变化.传媒广告行业在新媒介环境下积极探索全新的发展方式,微电影广告这一新型营销方式应运而生.微电影广告篇幅较短,无需耗费太多制作成本,有着较高的艺术加工度,在新媒体平台上能够迅速传播.本文在阐述微电影广告的基础上,探究其叙...     

媒介叙事:传统媒体广告模式再造

随着我国经济发展带来的消费升级以及新的传播技术应用,传统广告被重新定义,传统媒体的广告经营模式也随之而变。广告信息传播模式由\"对话\"变迁为\"叙事\",媒体的广告价值得到重构。媒体叙事成为当前传统媒体再造广告模式的核心思路之一。     

“单一概念广告”的艺术

不是每个人,确切地说是广告人,都拥有这项才能。我本人,则是"单一概念广告"最忠实的卫道士之一。从开始到最后,我的这则短文也将始终恪守"单一"的准则:只谈论"单一概念广告",没其他。简单地说,"单一概念广告"就是一次广告接触中只传达唯一的一个概念。与此相反,"非单一概念广告"就是在进行一次广告接触的时候,妄图将所有的概念一下子塞进对方的脑子。     

医美视频广告叙事的神话、冲突与规制

医美广告是医美行业吸引消费者的重要营销手段,主要包括效果对比类、知识普及类和剧情叙述类等,存在以宣传专业实力激发技术崇拜、传播畸形审美观、过度神化颜值激发容貌焦虑等畸形审美规训态势,广告中女性的独立性和自主性形象被异化。对此,医美广告应当肩负起传播正确价值观的社会责任,积极接受行业、社会的监督,引导行业良性健康发展。     

广告语义结构的叙事模式

本文针对广告非线性叙事这一特征,借鉴结构主义语言学家格雷马斯提出的“语义方阵”的叙事模式,以语言系统二元对立关系的研究方法．着力探讨广告语义结构的叙事模式．以反义词二元对立的语义结构．并通过广告界面的综合感知材料和表现形式．构成语义结构和意义生成的广告叙事模式。     

浅议广告语言的概念整合模式

广告语言风格独特、句法洗练、内涵丰富,常以简单的语言表达深层次意义以引起人们的注意。本文改变传统的广告语言研究模式,运用概念整合理论从认知学角度进行重新阐释,提出了广告语言概念整合的四分类模式,并深入探讨四分类模式下,广告语言深层意义的显化问题,为实现人们对广告语言的深入理解提供理论与现实依据。     

国内体育用品类趣味叙事广告探讨——以耐克为例

以耐克趣味叙事广告为例,分析了国内体育用品类广告现状及趣味叙事广告的诸多优点。     

Entrepreneurial narrative and a science of the imagination

This article is an introduction to a special issue on entrepreneurial narrative that provides theoretical and empirical links between scholarship in narrative and entrepreneurship as well as demonstrates how theories and methods in narrative may be applied to the study of entrepreneurship as a phenomenon. A conjecture that narrative perspectives might lead to a “science of the imagination” is offered.     

Sex business in the toy store: A narrative analysis of a teaching case

This article is a narrative analysis of an entrepreneurship case performed from a post-structuralist feminist perspective. Acknowledging the social construction of reality, gender is conceptualized as performed rather than as an essential quality attached to male and female bodies. The analysis finds that the case reproduces discriminatory gender relations. While using such cases in entrepreneurship training may teach pragmatic lessons, they also teach women that there is no place for them in business. Suggestions for improvement include cases with female protagonists, gender-inclusive language, stories that challenge received entrepreneurship ideas, and the introduction of narrative analysis to enrich students' learning opportunities.     

‘Toy Story’: The narrative world of entrepreneurship and the creation of interpretive communities

Anyone involved in entrepreneurial learning, teaching and research will be aware of the power of a good story about business venturing. The continuous supply of personal stories and accounts of business venturing in bookshops, airport lounges, the business press, television dramas or documentary programmes is evidence of the popular readership of entrepreneurial topics sometimes inspiring people to ‘have a go’ for themselves. But narrative accounts are often maligned in entrepreneurship studies for their anecdotal character and inability to say anything significant beyond the person telling their personal story. In this article, the benefits of a narrative style of inquiry for entrepreneurship studies are considered. This is done with reference to the Marvel Mustang account of business venturing. By relating to narrative and reader response theory, consideration is given to the function that the (Marvel Mustang) text has for the reader and how the reader (and not the text) is the key source of meaning about the practices we associate with entrepreneurship. In taking this emphasis, it is possible to understand the processes that facilitate the ‘stretching away’ of little entrepreneurial stories into transforming relations that go beyond the producer of the story and which ‘pull in’ or connect other people that are unrelated to the story. Narrative analysis helps inquirers to move beyond the ‘what’ and the ‘how’ of entrepreneurship and to be able to answer theoretically ‘why’ such processes migrate and stretch across different cultures and contexts.     

Failed,not finished: A narrative approach to understanding venture failure stigmatization

This paper implements a qualitative, narrative approach to investigate entrepreneurs' personal experience of stigma associated with venture failure. Findings draw on the lived experience of 12 entrepreneurs and tell a collective story of how stigma affects entrepreneurs, shapes their actions, and engenders outcomes for them and their ventures. The story covers three episodes of entrepreneurs anticipating, meeting, and then transforming venture failure. Overall the paper shifts the focus of stigma research from the socio-cultural perspective pervading research to date, to micro-level processes underlying socio-cultural trends. Findings offer unexpected insights into failure stigmatization. First, findings suggest stigmatization is best viewed as a process that unfolds over time rather than a label. Second, this process begins before, not after, failure and contributes to venture demise. Third, there is a positive ending to the collective story in that stigmatization ultimately triggers epiphanies or deep personal insights which transform entrepreneurs' view of failure from a very negative to a positive life experience. This transformation results in entrepreneurs distributing learning from failure to the founding of future ventures, even when ventures are not their own.     

建立促进公益广告持续发展的长效机制

我国公益广告的健康发展有赖于促进公益广告持续发展的长效机制的建立。该机制的核心内容是进一步明确公益广告的本质属性,将公益广告从政治和道德说教的束缚中解放出来。在此基础上明确公益广告的四大责任主体,并努力实现公益广告的叙述性表达和栏目化发布。     

壳聚糖在澄清刺梨果汁中的作用研究

壳聚糖是一种理想的果汁澄清工艺絮凝剂材料,用于刺梨果汁澄清,可祛除刺梨的种植、采摘、运输、加工过程中混入重金属离子,产生斯托克沉淀效应,利于分离颗粒物,还可与带负电荷的蛋白质、氨基酸等结合,与特殊的分散体系结合形成沉淀作用。但壳聚糖澄清作用受壳聚糖自身的特性分子量、脱乙酰度、添加量、澄清体系p H值、温度、搅拌速度与时间等因素影响。     

解读CCTV-1黄金剧场广告的含金量

背景材料：中国人民就是喜爱观看电视剧 根据CSM的调查报告，中国观众收看电视时间平均每天大约181分钟，收看时间较多的节目类型主要有电视剧、新闻、专题、电影、体育、娱乐等六大类型，约占据70％的市场份额。     

Eventalizing the marketing concept

This paper “eventalizes” the marketing concept and in doing so will highlight the value of detailed cross-source analysis in historical research. But more than this, it will not simply call upon canonical sources in relation to debates surrounding the marketing concept for the reason that non-canonical sources – that is, periodical material or out-of-print texts that very few people have read or have acknowledged as central contributions to the field – may contain references to debates that have long been written out of the historical record and could encourage us, as marketing scholars, to adopt a more sceptical stance toward what we take for granted historically and neglect to subject to critical scrutiny. This argument is illustrated via the demonstration that marketing scholars and practitioners were well aware of the benefits that accrue from a customer orientation and were encouraged to orient their organisations in this manner by the growth in industrial production facilities stimulated by World War I. This growth meant that production output could be maintained at levels far in excess of consumer demand, thereby necessitating that organisations register and act upon consumer requirements. These themes continue to gain prominence until World War II when there was a brief return to a production orientation. At this point, business and marketing practitioners adopted a critical stance with regard to certain types of consumer research. There are multiple reasons for this. Firstly, the U.S. government became the major purchaser of industrial and consumer goods. Secondly, business practitioners were sceptical of the value of market and consumer research as a result of the failure by pollsters (who were utilising sophisticated statistical techniques) to predict the outcome of the 1948 U.S. Presidential election. Given the conflation of market research with polling research in the popular press and business community, business practitioners were unsure about the validity and usefulness of market research. In equal measure, environmental factors including rising levels of competition, employee specialisation, product diversification and organisational decentralisation would contribute to the (re)emergence of themes associated with the marketing concept.     

Of course that is not the whole (toy) story: Entrepreneurship and the cat's cradle

Reading and analyzing the Toy Store story imply a critical inquiry into how the act of storytelling can be understood. The entrepreneurial story is situated within the context of the plea to downplay the focus on the individual entrepreneur. As this discussion did not share some of the critical debates on the status of the subject, a narrative study of entrepreneurship might refocus on the storytelling entrepreneur rather than on the process of storytelling. To prevent this, storytelling is conceived as an enacted performance that balances complexity and coherence and that draws upon but is not enclosed by a range of cultural and masternarratives.