商务传媒学院知识库

信息化时代，众多繁杂的信息呈现在人们眼前，然而人们能接受并且认同的信息确是有限的。对于商业广告所传递的信息来说，大部分的观者认为这些信息千篇一律，不足以引起观者兴趣，有些观者更是抵触广告。广告作为信息的载体，其承载的信息一般具有说服性。而故事从古至今，一直存在于人们的生活中，有的故事甚至流传了几千年，仍旧为人们所知。这些故事或诙谐，或传奇，或讽刺，或悬疑等人们为此津津乐道。而听故事和讲故事是人们的天性，为了消除人们对说服性信息的抵触情绪，让人们愿意接受广告信息，从而认同品牌产品，可以将故事与广告结合起来，将故事化叙事融入广告之中，使得广告传递的说服性信息带有人情味，从而使得广告被人们所接受。

广告中使用故事化的叙事方式，而这种叙事方式对于消费者来说是具有吸引力的，消费者也更愿意花费时间在广告上，提高了观者对于品牌产品的关注度。同时，故事化的叙事方式能够拉近产品与消费者之间的距离，打破其与消费者之间的隔阂，并与消费者之间建立紧密联系。因此，故事化叙事方式的广告能够让消费者乐于接受品牌方的广告，从而认可品牌产品，进而促进产品的销量和品牌的“长寿”发展。

本论文以传播学原理为基础，与叙事学、广告学等理论相结合，采用个案研究法和文本分析法，探究新媒体时代，蒙牛作为中国乳业品牌的代表，如何实现长久的发展。从叙事学视角，具体分析蒙牛品牌广告文本中的故事情节、人物设定和主题表现三方面的叙事规律，阐明蒙牛品牌如何将中国文化和中国精神运用到广告中，通过故事化广告的叙事方式传递蒙牛品牌的价值观，从而了解蒙牛品牌广告的故事化叙事的规律与经验。

In the information age, a lot of complicated information is presented to people, but the information that people can accept and agree with is really limited. Regarding the information conveyed by commercial advertisements, most viewers believe that the information is the same and not enough to arouse viewers' interest, and some viewers are even more resistant to advertisements. As a carrier of information, advertisements are generally persuasive. And stories have existed in people's lives since ancient times, and some stories have even been circulated for thousands of years and are still known to people. These stories are humorous, legendary, satirical, or suspenseful, and so on. Listening to and telling stories is the nature of people. In order to eliminate people’s resistance to persuasive information and make people willing to accept advertising information, so as to recognize brand products, stories can be combined with advertisements, and storytelling narratives can be integrated into advertisements. , So that the persuasive information conveyed by the advertisement has a human touch, so that the advertisement is accepted by people.

Advertisements use story-based narrative methods, and this narrative method is attractive to consumers, and consumers are more willing to spend time on advertising, which increases viewers’ attention to brand products. At the same time, the story-based narrative approach can narrow the distance between the product and the consumer, break the barrier between it and the consumer, and establish a close connection with the consumer. Therefore, advertisements with story-telling narratives can make consumers willing to accept brand advertisements, thereby recognizing brand products, and then promoting product sales and the "longevity" development of the brand.

This thesis is based on the principles of communication, comprehensively using narrative, advertising and other theories, using  case study and text analysis to explore how Mengniu, as a representative of Chinese dairy brands, can achieve long-term development in the era of new media . From the perspective of narratology, it specifically analyzes the narrative laws of the story plot, character setting and theme expression in the Mengniu brand advertising text, and clarifies how the Mengniu brand applies Chinese culture and Chinese spirit to advertising, and conveys the brand through storytelling Values, so as to understand the law and experience of the storytelling narrative of Mengniu brand advertising.