Analysis Of The Emotional Narrative Of Domestic Cosmetics Video Advertisements

This paper takes domestic cosmetic advertising video advertisements as the research object.Based on the theory of structuralism narrative and emotional narrative.Through content analysis,analysis of our country in January 2016,2023-March 87 domestic cosmetics case video ads.The emotional narrative of advertising is discussed around two questions: what to say and how to say it.The thesis therefore draws on the theory of ’structuralist narratology’ to analyse domestic cosmetics video advertising in terms of both narrative content and narrative discourse.In terms of narrative content,the emotional narrative is based on the emotional demands of different ages and professions,and is subdivided into seven topics such as outlook on life,stress,aesthetics,love,motherhood,gender and other public interest categories.The main characters of the emotional narrative are mainly celebrities,Key Opinion Leader and common people.Common people are closer to consumers and better at expressing emotions.In an emotional narrative structure,a linear narrative sorts out the story line and is more likely to convey the emotional theme of the ad.Non-linear narratives can focus on complex emotional dimensions.In terms of narrative discourse,a variety of narrative perspectives makes it easier to express emotions.For example,first-person narratives produce emotional integration,second-person narratives build emotional communication,and third-person narratives inspire emotional identification.Cosmetics video advertising uses three-dimensional visual and aural language,such as montage,warm and cool color,music and sound,monologues and narration,which are more likely to evoke emotional resonance in the audience.Emotional narratives feature the idea of tapping into a person’s innermost thoughts to create emotional resonance for the audience.Therefore,the author selected 26 people who are familiar with cosmetic video commercials to conduct in-depth interviews to understand the different perspectives of audiences on cosmetic video commercials.Three emotional narrative features of domestic cosmetic video commercials are summarised: multiple narrative topics to trigger a strong emotional response,audio-visual elements build a multi-dimensional emotional space,common people expand the range of emotional communication.Of course,there are shortcomings in the emotional narrative of our cosmetic video ads,which is mainly manifested in the homogenization and modeling of narrative content,and the different understanding between the advertising production team and the audience,and the imbalance between commerce and art.To address these shortcomings,the advertising agency needs to gain insight into life,from being grounded in real life,but also to grasp the right degree to avoid over-interpretation by the audience,while doing business for good and shaping the brand height with public interest.In response to these shortcomings,ad production teams should not only gain insight into life and start from real life,but also grasp the right degree to avoid over-interpretation by audiences,while doing business for good and shaping the brand height with public welfare.This study attempts to provide an entry angle and source of ideas for more cosmetic video ads to use emotional narratives to tell good brand stories,and to help the innovation and development of cosmetic video ad content and formats.