A Probe Into The "Creative Insertion" Advertisement From The Perspective Of Narratology

“Creative Insertion” is a new form of advertisement that rises along with the thriving of online dramas.The duration of advertisements ranges from 30 seconds to60 seconds.It is inserted in the online drama,created by the original crew of the crew,with creative as the hub to realize the advertising content.An organic combination with online drama.In just three years,“Creative Insertion” has gone through the four stages of “gerning” to “outbreak” and entered the bottleneck period of development.At present,the research on “Creation Insertion” mainly focuses on the problem level.In strategy research,“Creative Insertion” is a utilitarian narrative text in the new media era.It aims to achieve advertising purposes through a unique narrative style based on audiences.Therefore,based on narrative theory,narrative texts from the perspective of internal creation conducting research is the fundamental way to find a way out.First of all,from the narrative elements,narrative techniques and narrative structure of "Creative Insertion" analysis,try to outline the panorama of its text narrative features.Through the analysis of the five main narrative elements of characters,scenes,props,sounds and words in the text,the corresponding characteristics and narrative functions are summarized.Emphasis is placed on the analysis of its unique intertextual narrative techniques,including the "language-Image" intertextuality and the "Image-Image" intertextuality,the interaction and application of the "language-Image" intertextuality in the "Creative Insertion" text narrative The principle analyzes that the complementary relationship is a supplement to the narrative content.The unanimity relationship is the reinforcement of advertising information.The inclusive relationship is the fusion of product characteristics.The intertextuality of "Image-Image" in the "Creative Insertion" text narrative The "alternative" image enlistment and "plug-in" image enlistment are parsed.From the perspectives of internal conflict and external form,this paper analyzes the characteristics of the dramatic narrative structure of "Creative Insertion" and finds that it has a narrative mode of "unbalanced-balanced".Secondly,one by one analyzes the four narrative dilemmas that exist in the "Creative Insertion",that is,the narrative object is not prominent,the product memory is weak;the narrative creativity is not innovative,the pseudo-innovation is inserted,the audience is aesthetically tired;the narrative context is not reasonable,character shaping does not conform to thelogic of character setting,advertising and plot are rigidly connected,interrupting the audience's inertia,triggering resistance to creativity,and intertwining with each other to challenge advertising narrative ethics.Finally,aiming at the narrative dilemma of“Creative Insertion”,we explored a targeted narrative way,which is to highlight the narrative object by letting the advertising products fully participate in the narrative and reasonably increase the exposure of brand information;flexible use of collage,play and Parody and other intertextual techniques,make full use of the "old elements" to generate new ideas;based on the characters of online dramas,rationally shape the characters,improve the relevance of the advertising storyline and the storyline of the online drama,so that the "Creative Insertion" is reasonable Incorporate into the context;balance the "profit" and "righteousness" relationship of "Creative Insertion",rationally distribute public service advertisements,and follow the advertising narrative ethics.