广告作为一种叙事类型,必然也存在着不同叙述视角的运用。第一人称叙事是一种人物限知视角,有利于拉近和受众的关系。第三人称叙事是一种全知视角,有利于全面介绍商品信息。不同的人称叙事适用于不同类型的广告诉求,产生不同的广告效果。 Advertising as a type of narrative, there must be the use of different narrative perspectives. The first-person narrative is a limited perspective of characters, is conducive to narrowing the relationship with the audience. The third person narrative is a kind of omniscient perspective, is conducive to a comprehensive introduction of product information. Different personal narratives apply to different types of advertising demands, resulting in different advertising effects.