Narrative Of Chinese Folk Tale In Print Ads

In the1990s, after the transition from classical narratology to classicnarratology theory, narrative studies ranged from literary narrative, that extends toculture in the sense of narrative works, and advertising narrative，that arises at thehistoric moment. Print advertising is composed of a few or even only one picture,narrative is weak, often ignored by people. By using Chinese folk stories as arepresentative of the Chinese elements, used in print advertising, this added toappeal the print advertising, narrative and brand information in the AD, dynamicallyrendered by the audiences association. This article discusses Chinese folk storyelements in the narrative logic of print ads, narrative symbology system to build printads, and starting from the audiences emotional appeal, folk story creative advertisingand audience communication model is set up, hoping to achieve a more effectivecommunication effect.The full text consists of five chapters. The first chapter is the introductioncombining the ads narrative research status. This article shows the problems ofresearch status, and indicates the paper research significance, methods andinnovations. The second chapter will focus on defining the related concepts. Broadlydefine folk tales in China, Chinese folk story narrative elements divided intocharacters, plot and freehand brushwork in traditional Chinese painting, this chaptertries to find the narrative common point between print ads and folk story. The thirdchapter will focus on print ads and on the basis of folk story ideas, according to thefolk tale narrative element induces folk stories in print advertising symbol system,visual image, life reappearance and symbolic value, respectively. The fourth chapter,IAI Chinese advertisements yearbook as the case sample, analysis the application ofChinese folk story elements in the plane advertisement, finding that the existingmain problems are: lack of consciousness, improper methods, as well as, the actualoperation of the homogeneity phenomenon. When mining the depths of advertisingcreative suggestions come forward. The fifth chapter presents a summary andinnovation of this article. Firstly, excavating the value of folk story of advertising communication, and then establishing dynamic narrative communication model ofprint ads. The model introducing folk stories of visual symbols in advertising, in thedecomposition and coding, the audience of advertising through lenovo to decodevisual symbols, interpretation of brand information, to produce emotionalresonance.Of course, by using advertisement yearbook’s6volumes as sample for analysis,it does not include all of the present situations and problems. This thesis is anarrative research of folk tale creative advertising and is made as a preliminarydiscussion, for your reference.