影视广告中的情感化叙事策略

广东东软学院毕业设计（论文）AbstractIn this paper,the purpose is to study the emotional narrative strategy infilm and television advertising.Taking Coca Cola's advertising designpractice as an example,the narrative and emotional demands in advertisingare rationally analyzed and criticized.In addition,by trying to redefine therelationship between advertising narrative and emotional appeal,this paperanalyzes and criticizes the past Coca Cola advertising design and casesAs far as the research content of this paper is concerned,it is differentfrom the traditional narrative strategy.If we want to find a better alternativeto emotional narrative strategy,we must support more experimental choices.Taking Coca Cola as an example,the research itself needs to achieve thecreation of audio-visual landscape on the basis of satisfying the advertisingtheme.With the help of the reflection on the relationship between advertisingnarrative and emotional appeal,based on the thinking of literature,film andphilosophy,the metaphysical model is constructed in film and televisionadvertising,and the theme advertising and the language strategy inadvertising are discussed in depth,and the difference content in advertisingcreation is compared and analyzed,then the form and connotation ofemotional strategy are explored.Furthermore,this paper puts forward someopinions on the problems existing in film and television advertising narrative,hoping to find out the feasible emotional narrative strategies in film andtelevision advertising.Keywords:theme;emotional design;advertising narrative;emotionalappeal;language strategy;emotional elements-5-