Research On Narrative Strategy Of Online Car-Hailing Brand Embedding In TV Series

Internet technology has extensively empowered the film and television industry and reshaped the film and television industry chain ecology from every aspects.This transformation is based on specific brand communication,which is reflected in how to further develop implementable narrative strategies when the brand carries out advertisement implantation centering on the three dimensions of brand symbol,brand image and brand values.Brand personality theory holds that"personality" is the highest level from logo to image and then to personality,and brand personality is deeper than brand image.Therefore,guided by the by the theory of brand personality,the integrated use of case study method and content analysis method,through the analysis of "drops travel" brand in view of the TV series on the ads,from implanted theme,show the quantity,value orientation and so on,this paper analyzes the practices of Didi Chuxing brand to discuss how the brand side delivers brand connotation and core values to the audience by the above three dimensions,so as to arouse the recognition of consumers.The following narrative strategies are obtained through research.Didi Chuxing enhances the significance of its logo in the form of script style and frequent placement of oral broadcasts.It builds its brand image by customizing the role of drivers and emphasizing the fun,and disseminates its brand concept by exploring social issues and leaving blank guidance.