广告叙事概念辨析

叙事学研究对象本应包括所有的叙事作品,但文学叙事长期占据着叙事学研究的主流。伴随后经典叙事学的崛起,广告也逐渐进入了叙事学研究的视野。对广告进行的叙事理论研究和“广告叙事”概念的使用日益增多,但对于“广告叙事”的概念却没有清晰的界定。因此,本文分析了国内文献资料中对“广告叙事”概念的各种使用情况,在厘清“广告”和“叙事”概念的基础上,对广告叙事概念进行界定,以期为广告叙事理论研究做出贡献。

Clarification of the concept of AD narrative

Although Narratology is the study on all kinds of narrative texts, literary narrative study has long been the centre of Narratology. However, with the rise of post-classic Narratology, advertisements, as well as many other kinds of narrative texts, are attracting more and more academic attention. The concept of ad narrative is in increasing use but still lacks clear definition. This article clarifies at first the varied contexts in which the concept of advertising narra-tive is used, so as to define the con...