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我国电视广告的叙事分析论文
目 录 1 研 究缘 起 ····”·”·······“···········”······”····“”···”·“··”···”·”·······”··””·“”·”“···”····“··“·”··””·““··…1 1.1 选 题 背 景 ···，·············································································································…… 1 1.1.1 电视 叙 事 学领 域 对 广 告叙 事 研 究 的呼唤 ··························································…… 1 1.1.2 我 国 电视 广 告现 状 对 广 告叙 事研 究 的呼唤 ······················································……2 1.2 理 论 基 础 概 述 ········································································································……3 1.2.1 从 经 典叙 事 理 论 到 电视 叙 事 理 论 ······································································……3 1.2 .2 广 告叙 事 的界 定 ···················································，··············································……6 1.3 文 献 综 述 ·················································································································……8 1.4 研 究 内容 与理 论 路 径 ，·······································································，··················…… 10 1.4 .1 理 论路 径 ························································································，···················…… 10 1.4 .2 研 究 内容 ············································································································…… 11 2 电视广 告叙 事 原 则 ”···“······””””””··“····”······““”·“””·””·”“··”··”·“””“”“·”””····”····”””14 2 .1 电视 广 告叙 事 诸 元 素 ···························································································…… 14 2.1.1 叙 事 表 意 系 统 与基 本 叙 事 单 位 ········································································……14 2 .1.2 叙 事表 意 系 统 中 的叙 事 手 段 ····························，···············································……15 2.1.3 叙 事语 法 : 蒙太 奇 与声 画 系统 ········································································……21 2 .2 电视 广 告叙 事 结 构 形 态 ·························································
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