• 主题
高级搜索  >
历史搜索 清空历史
首页> 美国卫生研究院文献>other >Exploring Narrative Structure and Hero Enactment in Brand Stories
【2h】

Exploring Narrative Structure and Hero Enactment in Brand Stories

机译：探索品牌故事中的叙事结构和英雄角色

代理获取
本网站仅为用户提供外文OA文献查询和代理获取服务，本网站没有原文。下单后我们将采用程序或人工为您竭诚获取高质量的原文，但由于OA文献来源多样且变更频繁，仍可能出现获取不到、文献不完整或与标题不符等情况，如果获取不到我们将提供退款服务。请知悉。
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This study examines how audiovisual brand stories both invite and enable consumers to enact heroic archetypes. Integrating research on the archetypal structure of narratives with research on the event structure of narratives, we distinguish singular plot stories (i.e., stories that show a Hero’s Journey) from embedded plot stories (i.e., stories that not only show but also tell one or more Hero’s Journeys) and develop a conceptual and narratological framework to analyze their structural elements. Application of the framework to 20 brand stories representing 8 different brands reveals meaningful variation in elements between the singular plot stories and embedded plot stories. Differences in the expression of archetypes and event structure are argued to evoke different types of Hero enactment which in turn result in different outcomes. We specifically hypothesize that the enactment of heroic archetypes in singular plot stories primarily results in catharsis (pleasure), whereas the enactment of heroic archetypes in embedded plot stories primarily results in an outcome we describe as phronesis: a form of moral sense making of the self that advances one’s practical wisdom and prudence. The final section of the paper discusses how cathartic and phronetic outcomes of hero enactment may foster the psychological bonding between brand and consumer, and invite consumers to align their moral values with the values that are reflected by heroic character traits. The central aims of the analysis presented are to provide an exploration of narrative phenomena in a reasonably broad range of brand story videos and foremost to provide a conceptual framework with an applicable instrument suited to analyze relevant categories in these brand stories. The present study is interdisciplinary in its approach to a contemporary, developing marketing phenomenon, applying psychological modeling of archetypes and heroic values with narratological insights on perspective-taking and story structure. Its contribution is to systemize, from a narratological viewpoint, how various narrative archetypes in brand video stories may contribute to the development of brand-consumer relations.
机译：这项研究研究了视听品牌故事如何吸引和促使消费者制定英雄原型。将叙事的原型结构的研究与叙事的事件结构的研究相结合，我们将奇异的情节故事（即，展示《英雄之旅》的故事）与嵌入的情节故事（即，既展示又讲述一个或多个故事的故事）区分开来英雄之旅）并建立一个概念和叙事学框架来分析其结构元素。该框架在代表8个不同品牌的20个品牌故事中的应用揭示了单个情节故事和嵌入式情节故事之间元素的有意义变化。原型表达和事件结构的表达差异被认为会引起英雄表演的不同类型，从而导致不同的结果。我们专门假设，在单个情节故事中实施英雄原型会导致宣泄（愉悦），而在嵌入式情节故事中实施英雄原型会导致一种我们称之为通俗称谓的结果：一种自我道德修养的形式提高了人们的实践智慧和审慎性。本文的最后一部分讨论了英雄立宪的宣泄和通俗话语如何促进品牌与消费者之间的心理联系，并邀请消费者使他们的道德价值观与英雄性格特征所反映的价值观保持一致。所进行分析的主要目的是提供对相当广泛的品牌故事视频中的叙事现象的探索，最重要的是提供一个概念框架，并提供适用于分析这些品牌故事中相关类别的适用工具。本研究是跨学科的，其方法是针对当代的，正在发展的营销现象，应用原型和英雄价值观的心理学模型，并具有对观点采择和故事结构的叙事学见解。从叙事学的角度来看，它的作用是系统化品牌视频故事中的各种叙事原型可能如何促进品牌-消费者关系的发展。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
代理获取

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号