An Analysis Of The Advertising Narrative Of The Individual WeChat Official Account

This paper selects the advertisement article of the personal WeChat official account as the research object.According to the sample of the advertisement article of the personal WeChat official account,it focuses on analyzing the narrative status of the personal WeChat public article,and obtains relevant information through questionnaires and in-depth interview results.Support,explore how the personal WeChat official account masters the method of article narrative,so as to eliminate the user's estrangement and dislike of advertising articles,and ultimately promote the dissemination effect of personal WeChat public article,enhance the audience's sense of identity,improve The desire of the target audience to purchase,promote the healthy and rapid development of the personal WeChat official account,and ultimately achieve a win-win situation.Therefore,the research carried out in this paper is very valuable.This paper consists of five parts:the introduction part is the introduction of the research method,innovation point,meaning and background of this paper;the first chapter is the general situation of WeChat public number and its related theoretical basis;the second chapter is the analysis by text analysis method The analysis of the status quo of the advertising narration of the personal WeChat official account mainly analyzes the status quo of advertising narration from three aspects:narrator,narrative style and narrative skill.The third chapter analyzes and expounds the pros and cons of the personal WeChat official account advertising narrative.Based on the collation and analysis of the specific advertising article samples,combined with the questionnaire and in-depth interview results,the shortcomings and advantages of the currently selected personal WeChat official account advertising narrative are summarized.The content of the fourth chapter is mainly the proposal of relevant recommendations.According to the advantages and disadvantages of the personal WeChat official account analyzed in Chapter 3,some other specific suggestions were put forward by other personal WeChat official account owners.