借鉴叙事学和广告学相关理论,以"2016 中国4A 金印奖"视频类获奖广告为例,从叙事元素、叙事策略和叙事手法等方面分析了广告的影像叙事特征与规律,并探讨了三者之间的相互关系.分析认为,广告影像的叙事元素主要包括场景与道具、人物与情节、光影与色彩、文字与台词、音乐与音响等;广告进行影像叙事时,往往围绕特定的广告目标和广告主题,运用叙事时间、叙事视角等叙事策略以及景别、构图与重复等叙事手法,对各种叙事元素加以组合与表现.%Using narratology and advertising related theories and taking the "2016 China 4A Golden Seal Awards" video award-winning advertisement as an example, this paper analyzes the image narrative features and laws of advertisements from the narrative elements, narrative strategies, and narrative techniques and the relationship between the three. According to the analysis, the narrative elements of advertising images mainly include scenes and props, characters and plots, light, shadow and color, texts and lines, music and audio and so on;advertisements to narrate usually concentrated on specific advertising goals and topics, using narrative strategies such as narrative time and perspectives, as well as narrative techniques such as scenes, composition, and repetition through combining and showing various narrative elements.
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