广告文案的叙事视角

广告传播同文学、新闻等学科领域一样都存在“叙事”问题 ,广告文案中主要有第一人称视角、第二人称视角和第三人称视角等类型。第一人称视角叙述广告内容真实感强 ,对消费者具有强大的驱动力和感染力。第三人称视角不受视域限制能为消费者提供丰富的广告信息。因此 ,情感诉求广告适合选择第一人称视角 ,理性诉求广告可考虑第三人称视角。

Narrative Visual Angle of Ad Writings

Narration' is there in ad diffusion as well as in the fields of literature and news subjects. Visual angles in ad writings are mainly of the types of the first, the second and the third persons. It is more truthful, more appealing and having greater driving force to the consumers to narrate an ad from the first person visual angle. The third person angle is not restricted by field of vision and can provide for consumers abundant ad information. So ad of an emotional appeal nature fits itself for the first person visual angle while with ad of a rational appeal nature the third person visual angle can be taken into account.