| On March 5,2017,Premier Li Keqiang proposed in the government work report that "to build more world-renowned Chinese brands",to build Chinese brands,to lead Chinese brands out of the country,and to give direction for the development of China's brands.As a well-known and old-fashioned Chinese-made cosmetics brand,Baique Antelope makes proper use of the background conditions of the times,innovates the form and content of advertisements,realizes the story dissemination,and sets off the screens on the Internet once again,regaining the favor of consumers.Based on the principle of communication,this thesis uses the theories of narratology,advertising,marketing,etc.,using literature analysis,case study and analysis to explore the new media era.As a representative of Chinese cosmetics brands,Baique Ling has been History has forgotten and stood up again,how to stand out among many foreign makeup brands.From the perspective of narratology,this paper analyzes the concrete presentation of the storyline,character setting and theme performance in the advertising text of Baique Ling brand,and the role of brand story transmission.Explain how the Baique Ling brand applies Chinese elements to advertising and conveys brand values through storytelling.Based on the successful experience of storytelling communication,try to propose the rules that other domestic brands can learn from,that is,the narrative style of the story should be based on the brand concept,evoke resonance,and present the story in a way that combines Chinese traditional culture and reflects humanistic feelings and story transmission.Channels should make full use of new media and mobile internet.A good brand story requires narrative theory as a guide,adapting to new technologies and changes in the audience,and brand storytelling should present a new form of content.Improve the affinity,appeal and goodwill of the brand in the hearts of the audience,achieve brand communication,and establish a good brand image. |
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