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Narrative advertisement in expressive advertisement

Narrative advertisements are advertisements that convey the information of goods and services based on narratives. Narrative is one of the basic expressions of literature. It is a means by which the author specifically describes and introduces characters and events in his works. If the main function of the description is to portray a moving image, then the function of the narrative is to explain the experience and relationship of the characters in the work, the progress of the event, and so on. As a narrative advertisement, it mainly uses narrative methods to explain the production process of the commodity, the development of the enterprise, the cause and effect, and the truthful introduction. It does not focus on characterizing goods, but on the characteristics of goods. There are three main types of narrative advertisements: his narration, self-report, and second person. First, his remarks often use third-person advertisements to introduce goods objectively and objectively. This is a frequently used narrative advertisement, as in the following example: In the 6th Hong Kong International Food Exhibition, Jiannanchun series of Jiannanchun winery With its unique style, it has been praised by Chinese and foreign consumers and won the International Golden Flower Award. This food exhibition was held in Hong Kong in early September. More than 40 exhibitors and exhibitors from 11 countries and regions including Argentina, Canada, China, France, Hungary, Switzerland, the United States, West Germany and Hong Kong participated in the food exhibition. The world's most innovative high-quality food and beverages were exhibited, and the world's fine wines were exhibited in the “International Wine Promenade”. Jiannanchun, a famous Chinese wine with the reputation of “Golden Flower”, has a long history of wine culture. The Tang Dynasty’s “Shennan’s Burning Spring” is a tribute exclusive to the royal family. It was once included in the Tang Dynasty’s Li Wei’s “National History Supplement”. Today, Jiannanchun uses high-quality sorghum, corn, rice, barley, glutinous rice and other five kinds of food, using Laojiao fermentation, computer blending, reasonable storage, precision brewing, with "aromatic rich, alcohol and sweet, clear and clean, Yu The unique style of Xiangyouchang began to export in 1974. In 1979 and 1984, it won the title of National Famous Wine, won the National Quality Gold Award, the National Commercial Department Golden Jubilee Award and the National Export Base Honorary Certificate. The factory has continuously deepened enterprise reform, implemented a multi-level economic quality contract responsibility system, an annual cadre appointment system, a floating wage system, and an internal shareholding system, which strengthened corporate management and overall quality management, and established a strict quality assurance system. In August this year, it was awarded the title of Provincial Advanced Enterprise. In the market sample review and appraisal of the municipal, provincial and ministerial organizations, the top seven products, Jiannanchun series wine and other seven products were awarded the title of quality products of the Ministry of Commerce. Since 1985, the factory has paid more than 10,000 yuan in tax revenue for three consecutive years, achieving good economic and social benefits. This time, the Jiannanchun series of wines won the International Golden Flower Award. It is true that Tianfu Jinhuaxiang is overseas and the international golden flower is the only one. The above example describes in detail the characteristics of China's famous wine Jiannanchun and the status of various titles and honorary certificates. It is simple and unpretentious, leaving an excellent impression on consumers. Another example: one-minute anti-drug "Kline" Two American merchants are currently expressing great interest in the cleanliness of the new product "Kline" brand dry cleaning hand cleaner of the city's Lier scientific research and preparation factory. Many hotel waiters in the country are afraid of Suffering from AIDS, wearing rubber gloves every time you change the guest sheets, throw them after use; and apply "Klein" to clean for one minute, killing HIV more than 99?9%. The inactivation rate of "Kline" detergent on B liver virus, large intestine, dysentery, typhoid bacillus, etc., also reached the above indicators. The product is applied to the hands for one or two minutes to dry and volatilize for sterilization purposes. "Kline" detergent can also be used for disinfection of utensils and the like. If you want to buy it, you can contact the Lier Research and Preparation Factory Office: 6739529—2411 This advertisement, in unadorned language, makes clear the characteristics, utility and purchase method of “Klein”. Second, self-reported advertising Use the first person to introduce the product to the consumer, or introduce the trust of a certain product in the consumer's tone, or use anthropomorphic techniques to let the product introduce itself to consumption. The former is about the advertisement of “Wandashan Full-fat Sweet Milk Powder”: Every morning, I will give everyone in the family a cup of milk. Twenty years ago, when I was a little girl, I used up the Dashan brand for the first time. Milk powder, the rich milky fragrance, the characteristics of a ready-to-drink drink will remain in my mind. Twenty years have passed, time has passed, the TV at home has changed, and the furniture has changed. The little girl who screamed and sipped milk every day has now become a mother, but every time I buy milk powder, it is still "Wanda Mountain", which is not only It’s just because “Wandashan” always gives me the confidence of quality, and the memories of my own life, like the mellow milky fragrance, which makes people have a long aftertaste... Another example is the advertisement of Aifeisi Automobile Company. “In the car rental industry, Aifus is only the second. So why are we still riding our car? We are even harder. We just can’t stand the dirty ashes, or A semi-empty fuel tank, or an old wiper, or an unwashed car, or an under-inflated tire, or a seat adjuster, a heated heater, a defroster defroster, or not Everything is important. Obviously we are doing our best to achieve perfection. Let you have a lively, full-powered Ford new car and a pleasant smile when you leave. Well, let you know where to buy one in Duluth. Good and hot spiced beef sandwich. Why? Because we can't let you take care of us in vain, please take our car next time, our team on the counter is short.” The advertisement is directly in the first person. The requirements and desires of the rental, as well as the service characteristics of the company. Obviously, it is more lively, interesting, and human than the third-person narrative. Introduce your trust in a certain product with the consumer's tone. Here is an example: Tianjin Huaqi Fruit Tea Advertising You are in my heart, why do I have a soft spot for you? Not only because of your sweet and sour taste. Good taste deeply attracts me, and more importantly, you make me feel relaxed - because you use hawthorn, carrot and honey as the main raw material, you can fully absorb and absorb the nutrients I don't waste. Especially in the same kind of fruit tea, you are the only one made of mineral water, which contains various trace elements to coordinate my whole heart. Because you combine natural, nutritive and functional, you are leveling. There is such a rich content in the appearance, which makes me fall in love at first sight! This advertisement is written in the form of consumer monologues, avoiding the tiling. Another example: Guangzhou Ming Yue Garden advertisement name Yue Garden, Guangzhou real garden in many buildings, why did I choose Ming Yue Garden? Because she... The only inconvenience is that it is close to Guangzhou Avenue and too close to the MRT exit. Because friends and family will easily come to the door. The only psychological pressure that needs to be sustained is an unexpected appreciation because she is located in the center of the key development zone in Guangzhou. The only thing missing is pollution. The first color that children will know will be green, because hundreds of acres of key protected fruit trees surround the surrounding area, and it is difficult to teach people. ...... This is the famous Yue Garden, a fascinating garden! It integrates villas, houses, office buildings and shopping malls, sapphire blue glass curtain wall, fast elevator, escalator, IDD telephone, air conditioner, range hood; per square foot Starting at only 357 yuan, a one-time payment of 8 to 50% discount, a prize for every 10 suites. Free of all agency fees and transfer fees. I am a businessman, I am used to the abacus, count it, or the most cost-effective here. The advertisement virtualizes the image of a businessman who is good at budgeting. In his tone, he tells consumers what choices to make and avoids the similarities with other real estate advertisements, giving people a new and unique feeling. Use anthropomorphic techniques to introduce products to consumers. Such as: My name is Feicheng Tao. I came to Hong Kong this time, or for the first time in my life. Therefore, it is no wonder that when you see me, you will call "ah"! In Shandong, my hometown, I have the same name as Laiyang pear and banana apple. As long as people mention the three fruits of Shandong, they will never forget to mention my "small name". The reason why I am not able to make a "trick" step is not because I see no one - ugly, on the contrary, I am not ugly, not big, but much better than Laiyang pear. It’s sweeter than sweet, and I’m not worse than them. Intrinsic, in some respects, I am still much stronger than them. What vitamins A, B, C... I have, and are very rich, only the same, I can’t always compare with it, that is my life. Come to the body thin, and the more delicious, the thinner the skin, the more juice, whoever picks the finger, I will finish the egg - the juice will flow. Another example is the German Becker beer advertisement: Drink Beck to listen to me, German Baker Beer. For 600 years, I have insisted on my own unique beer. The foam must be clean and white. It must be clear and the taste must be refreshed. I love you. This way, never make friends with the people who follow the crowd, and make a toast! Third, the second person-style advertisement uses the second person to communicate with the goods in a conversational way. The following example: US General Electric Company iron iron advertising future iron will change your lifestyle General Electric Company launched the latest electric iron, which can automatically clean the internal dirt. This iron can be cleaned automatically after use to keep the exhaust pipe, steam tank and water tank clean. It's very simple, just click on the magic blue button. The magic blue button First of all, you have to pay attention to the unique feature of this electric iron is a blue button on the side, marked with the words "automatic cleaning", click, you can clear the clutter of steam and Mineral residue. With a single click, you are much easier. Tap water is good, this iron is almost as much tap water can be used, automatic cleaning iron is designed for people to use tap water. After use, the water can be poured down to eliminate discrete mineral deposits. Yes, your iron also has an internal cleaning device, but the tap water test is performed on those so-called first-class irons, which in turn ensure the cleanliness of the exhaust pipes, steam cans and water tanks. It is not easy to rust. There is no doubt that the automatic cleaning iron is not easy to rust because it can be cleaned with a single push. The steam effect is better. As long as you know, as long as the iron does not block often, it will be hot and keep it for a long time. In other words, steam is better and longer. This is another joy that our company's automatic cleaning iron brings to you. What you mean today, in addition to doing housework, caring for children, there are many other things, you have to work, go to school, this is all aspects of your life. This iron can improve your life, so you don't have to worry about it before ironing. If you can help you become a good wife, a good mother, a good housewife, we are of course very happy. The latest automatic cleaning iron is another housewife brought to you by General Electric. This advertisement uses a second person, giving people the impression that consumers want to think and urgency, and they are close to each other. They will definitely touch the housewives who care about electric irons.

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