A Study Of Story Narration And Advertising Communication

The development of media technology has enriched information resources.This progress provides people with a convenient means of obtaining information,but at the same time,it weakens the attractiveness of information to people,making communication unable to effectively attract people's attention.Consumers are tired of called and repeated slogans in traditional advertising,thinking that they are all hollow and empty.A long time ago,the story was handed down from generation to generation with the forms like stories over the stook or bedtime stories.As time goes by,people tell the things that can be known and understood by listeners,and remember or inherit some stories from generation to generation,so that these stories can be passed down.The awakenings of human consciousness for three times also show that the structure of human brain and mind is suitable to get and spread in the way of story.Moreover,the peculiar conflict and dramatic legendary of story itself have become an important part of people's life.Story narration is also used by marketers as an important way of brand communication,while advertising is the most common method of communication in modern life,and it also has the longest duration of communication.Therefore,the combination of advertising communication and story narration has gradually become an effective way for brand building and communication.Any brand of enterprise,it needs to create the stories behind the brand and show them with the strongest effect of communication whether it is a resource-based enterprise or a service-oriented enterprise.The introduction of this paper mainly expounds the basic theories of research background,research content and research situation.The second chapter shows that the story is a human choice from the connotation and evolution of the story.It is believed that the story contains emotion,carries imagination and meaning to help people recognize and understand the outside world,playing an important role in people's life.And the story is divided into purpose stories and fictional stories leading to the following content— "advertising".Chapter three analyzes the importance of advertising in people's lives from three aspects of three-times awakenings of human consciousness,the necessity of content marketing and brand building,and combines the contents of chapter two and chapter three to conclude that integrating stories into advertisements is an effective means to achieve the purpose of advertising communication.The fourth chapter draws the enlightenment of the important factors affecting the story to the creation of advertising stories by demonstrating the audience,themes,and incentive events.The chapter five discusses the final result of advertising is to help enterprises build and disseminate brand stories to achieve the purpose of brand strategy,mainly from the perspective of brand strategy,brand prototypes and the creation of communication stories to explain all the above views,hoping that it can bring reference for enterprises.