China's Television Advertising Narrative Research

As narrative can find its way in the texts of all kinds of media including TV, the study of the TV programs'texts'narrative characteristic and tactics were the main parts of the TV narratology, while the advertisement which as one kind of the narrative text of the TV media had not draw enough attention of the researchers. Meanwhile the current situation of Chinese TV commercial advertisement was using too much broadcasting skill and too less film or video'skill, which greatly reduced the attraction of the TV advertisement as a kind of visual art. Narrative, which as part of the deep structure of the culture and human psychology had great effect on the audiences, and many western countries had take advantage of the narrative skill in the TV advertisement. This article tried to explore the narrative characteristic of the TV advertisement texts and by which to enhance the attraction of the commercial advertisement.After discussing the reason of the research and the goal of the article, in chapter II the author explained the visual and acoustic symbol system, the grammar of montage and picture-sound of the TV advertisement, also generalized the main dramatic structure and the structure of the depth mythology in the TV advertisement. At chapter III the article discussed the form and the content tactics of the TV advertisement from the view of narrative analysis, explained the typical time/space/characters/scene/plot strategy and disserted that the narrative tactics which was part of the advertisement creative plan had to obey the scientific rule of the whole marketing and creative plan. In chapter IV the author tried to discuss the new narrative forms under the post-modernist context as the visual aestheticism, self-expression, parody and collage, and tried to explore the new train of thought of the TV advertisements'originality. At last this article summed up the whole viewpoint of the advertisements'narrative, and suggested the countermeasure for the Chinese TV commercial advertisements' situation.