The Research Of New Media Advertising Narrative Based On The Perspective Of Story And Discourse

The ever-changing media technologies continue to shape the information environment that people live in,and also change the communication pattern and influence the communication situation.Compared with traditional media advertisements,the narrative in new media advertisements presents many new features: the narrative forms continue to expand and innovate,the narrative scenes continue to extend,and the narrative effect is more significant.These new changes also make the narrative analysis of new media advertisements an issue that needs to be further studied.This article takes new media advertising as the research object,uses narratology and other related theories,based on the two basic levels of narrative analysis-the "story" and the "discourse",to construct a basic framework for the narrative analysis of new media advertising.Exploring the characteristics of the story content and narrative discourse of new media advertisements is not only a breakthrough in the previous research on advertising narration,but also a supplement to the development of narrative theory.First,it analyzes the story environment,story characters,and story structure of new media advertising narratives from the story level,focusing on the four narrative modes of new media advertising: the "product"-centered "functional experience" model,and the "character" as the center.The central "psychological perception" model,the "brand"-centered "social responsibility" model,and the "audience"-centered "entertainment interaction" model.Secondly,analyze the narrative of new media advertisements from the discourse level,including narrative communication,narrative focus,and narrative time.The study found that the narrative communication in new media advertisements presents the characteristics of multi-level,two-way,and scene-oriented;in zero focus In terms of the three types of narrative focus,internal gathering and external gathering,new media advertisements also show different characteristics: when zero focusing,they tend to strengthen the theme expression and pursue full interpretation;when gathering inside,they tend to strengthen personal expression and pursue emotional resonance;When gathering outside,it strengthens objective expression and pursues a true attitude.In terms of narrative time,new media advertisements make different choices and creative combinations at the three levels of time sequence,duration,and time frequency according to narrative needs.