| 港台电视广告的后现代叙事话语 |
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| 引用本文： | 杨先顺.港台电视广告的后现代叙事话语[J].暨南学报,2005,27(3):120-124. |
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| 作者姓名： | 杨先顺 |
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| 作者单位： | 暨南大学新闻与传播学院 广东广州510632 |
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| 基金项目： | 国务院侨办人文社科研究基金项目“两岸三地广告创作比较研究”(项目编号:04GQBZC004)。 |
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| 摘 要： | 受西方后现代主义思潮的影响,港台电视广告中后现代叙事话语业已形成。它在叙事模式上呈现出反讽与戏仿的特征,在叙事结构上出现了零散化与拼贴化的倾向,而话语的深层意义被削平,宏大意义被消解。
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| 关 键 词： | 后现代主义 叙事 话语 电视广告 |
| 文章编号： | 1000-5072(2005)03-0120-05 |
| 修稿时间： | 2004年11月18 |
The Postmodern Narrative Discourse in TV Commercials of Hong Kong and Taiwan |
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| YANG Xian-shunCollege of Journalism and Communication Jinan University Guangzhou ,China.The Postmodern Narrative Discourse in TV Commercials of Hong Kong and Taiwan[J].Journal of Jinan University,2005,27(3):120-124. |
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| Authors: | YANG Xian-shunCollege of Journalism and Communication Jinan University Guangzhou China |
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| Institution: | YANG Xian-shunCollege of Journalism and Communication Jinan University Guangzhou 501632,China |
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| Abstract: | The postmodern narrative discourse in commercials of Hong Kong and Taiwan has formed under the influence of western postmodernism thoughts. It has the characteristics of irony and parody in narrative pattern, and there is a trend towards fragmentation and collage in the narrative structure. As a result, the deep meanings of discourse are minimized and profound significance is dissolved. |
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| Keywords: | postmodernism narrative discourse TV commercials |
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