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生活在现代社会的我们,“电视”对于大家来说是相当熟悉的,它作为我们生活中一种重要的传播媒介,改变了传统的信息传播方式,消除了文字符号对大众的限制,使信息通过声像的形式得以传播,这就大大增加了受众人群,为大众带来了更多全新的娱乐方式。不难发现,电视在人们的生活扮演着十分重要的角色,成为人们获取信息、休闲娱乐的首要选择。电视媒介中的节目形式也是多种多样的,有以输出信息为主的新闻节目,有以娱乐为主的电视剧节目,也有以教育为目的的科教节目,在这些众多的节目形态中,电视广告是最常见、最不容被忽视的,我们平时在电视上所能看到的广告无非是两类,一类是最常见的商业广告,另一种是公益广告,无论是这两类中的哪一类,最终要达到的目的都是利用文字和图像语言向大众传达某一信息,通过此信息去引导和改变人们的行为。因此,电视广告中的叙事方式也是一种艺术,本文就如何做好电视广告中的叙事表达做简单的研究分析。
Living in modern society, “TV” is very familiar to everyone. As an important medium of communication in our life, it has changed the traditional mode of information dissemination, eliminated the limitation of writing symbols to the general public, So that the information through the audio and video forms to be spread, which greatly increased the audience, bringing more new entertainment for the public. It is not difficult to find that television plays a very important role in people’s lives and has become the primary choice for people to access information and leisure entertainment. There are also various forms of programs in the television media, such as news programs mainly for outputting information, drama programs mainly for entertainment, and science and education programs for education. Among these programs, television commercials Is the most common, the most can not be ignored, we usually can see on television ads are nothing more than two types, one is the most common commercials, and the other is public service ads, either of these two The ultimate goal is to use text and image language to convey a certain message to the public, through which to guide and change people’s behavior. Therefore, the narrative method in TV commercials is also an art. This article does a simple research and analysis on how to do the narrative expression in TV commercials.