@article{ART002398896},
author={YANG LIN and Lee Dong Hun},
title={The research of the influence of narrative strategy changes on Chinese web advertisement},
journal={Journal of Communication Design},
issn={1976-1562},
year={2018},
volume={65},
pages={253-266},
doi={10.25111/jcd.2018.65.19}
TY - JOUR
AU - YANG LIN
AU - Lee Dong Hun
TI - The research of the influence of narrative strategy changes on Chinese web advertisement
JO - Journal of Communication Design
PY - 2018
VL - 65
IS - null
PB - CDAK Society of Communication Design
SP - 253
EP - 266
SN - 1976-1562
AB - Narrative advertisement is one of the main expressions of commercial advertisement. With the development of Internet technology and multimedia, video advertisement has become another effective platform for advertisement. Accordingly, the narrative strategy in advertisement correspondingly changes significantly, and the narrative mode has more influence on advertising effect. In this context, Chinese web advertisement of typical cases in the narrative strategy of how to use, what kind of characteristics, and the development of the social environment, what kind of relationship is the starting point of this study. This paper in a typical Chinese web advertisement case as the center, through comparative analysis of typical cases and the cultural difference analysis, consumer analysis, the change of the psychological demand characteristics and values, and so on, sums up the suitable development trend of Chinese web advertisement characteristics of narrative strategy, which to promote the advertisement effect.
KW - Chinese web advertisement;narrative strategy;narrative perspective
DO - 10.25111/jcd.2018.65.19
ER -
YANG LIN and Lee Dong Hun. (2018). The research of the influence of narrative strategy changes on Chinese web advertisement. Journal of Communication Design, 65, 253-266.
YANG LIN and Lee Dong Hun. 2018, "The research of the influence of narrative strategy changes on Chinese web advertisement", Journal of Communication Design, vol.65, pp.253-266. Available from: doi:10.25111/jcd.2018.65.19
YANG LIN, Lee Dong Hun "The research of the influence of narrative strategy changes on Chinese web advertisement" Journal of Communication Design 65 pp.253-266 (2018) : 253.
YANG LIN, Lee Dong Hun. The research of the influence of narrative strategy changes on Chinese web advertisement. 2018; 65 253-266. Available from: doi:10.25111/jcd.2018.65.19
YANG LIN and Lee Dong Hun. "The research of the influence of narrative strategy changes on Chinese web advertisement" Journal of Communication Design 65(2018) : 253-266.doi: 10.25111/jcd.2018.65.19
YANG LIN; Lee Dong Hun. The research of the influence of narrative strategy changes on Chinese web advertisement. Journal of Communication Design, 65, 253-266. doi: 10.25111/jcd.2018.65.19
YANG LIN; Lee Dong Hun. The research of the influence of narrative strategy changes on Chinese web advertisement. Journal of Communication Design. 2018; 65 253-266. doi: 10.25111/jcd.2018.65.19
YANG LIN, Lee Dong Hun. The research of the influence of narrative strategy changes on Chinese web advertisement. 2018; 65 253-266. Available from: doi:10.25111/jcd.2018.65.19
YANG LIN and Lee Dong Hun. "The research of the influence of narrative strategy changes on Chinese web advertisement" Journal of Communication Design 65(2018) : 253-266.doi: 10.25111/jcd.2018.65.19
