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本文根据叙事学理论,以《南方周末》刊登的“四叶草健康特刊”为例,分析软文进行广告营销的叙事策略。软文叙事形式不同于硬广告,可使受众自愿接触;运用符号,突出软文主旨,给予受众一定的心理暗示;采用第一人称叙事,富有感染力,获得受众的认同;采用内部聚焦,突出特定意义,使受众产生真切的空间体验;叙事内容信息量丰富,使受众增长知识、扩大视野。
This article, based on the theory of narratology, takes “Clover Health Special Issue” published by Southern Weekend as an example to analyze the narrative tactic of soft document in advertising marketing. The soft narrative form is different from the hard ad, which makes the audience voluntarily contact with each other. The use of symbols emphasizes the soft paper theme and gives certain psychological hints to the audience. The first-person narration is contagious and gain the approval of the audience. The audience has a real space experience; narrative content rich in information, so that the audience to increase knowledge and broaden their horizons.