聚美优品广告的修辞学叙事批评

商业广告的创新性与"讲故事"叙事批评相结合,以此来获得广告效益的最大化,为企业获取更好的经济效益。聚美优品广告不同于传统的商业广告,其内在的核心价值观通过"讲故事"深入人心,使广告更具有"推销能力"和"记忆价值"。本文以聚美优品一则广告为例,详细分析叙事场景、叙事事件、叙事对象、叙事评估等关键性元素,探究该广告如何通过"讲故事"方式来影响目标受众,进行有效性地说服,而且以点带面为商业广告提供创新性参考。

On Rhetorical Narration of Advertisements for Jumei Youpin

The combination of commercial and rhetorical narration enhances its performance to the great extent , which does good to pursue the enterprises ’ economic benefits .The advertisement for Jumei Youpin differs from the traditional ones and conveys its core value which makes a deep impression on the target audiences .It entitles the advertisement more attention value and memory value.This paper mainly analyses the key elements such as narrative scene , narrative targets, narrative events, narrative fidelity and narrative probability to explore how the advertisement stimulate the target audiences by telling stories .And it sets a good exam-ple for the commercials to explore the creative ways to get significant economic interests .