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| 意义建构与话语共谋——天猫“双十一”广告宣传片的品牌叙事研究
中文摘要
在品牌竞争异常激烈的今天，想要快速与消费者建立联系、准确有效的传达信息以实现有效的品牌建设比任何时候都艰难。而故事作为一种古老的叙事方式开始被学者和品牌主所注意到，故事天生拥有着吸引力、创造力、沉浸性和传播力，它以其特有的性质很容易实现观点和情感的传递。因此，更多的品牌开始选择以讲故事的方式来与消费者进行沟通，讲故事使得抽象的品牌变得可被理解，传递的信息既诉诸情感又诉诸道理。
品牌叙事研究领域的代表性理论成果来自劳伦斯·维森特，他在专著《传奇品牌：诠释叙事魅力，打造制胜市场战略》中对品牌叙事与传奇品牌的关系进行了详细的阐释，形成了品牌叙事的四个要素：主题、人物、情节、美学的理论成果，为品牌叙事理论进行了强有力的补充。本文以品牌叙事理论为主要理论依据，研究“双十一”品牌广告片是如何建构“天猫”故事的。
第一部分，主要介绍理论基础，详细的阐述了“故事”“叙事”“塑品牌”三者之间的关系。结合多位学者的研究成果发现，故事是传递信息的一种有效手段，大多数学者都将“叙事”等同于“讲故事”，本文也采取此种观点。而叙事其实就是品牌塑造时的沟通工具。
第二部分，收集分析“天猫”“双十一”广告片案例，从品牌叙事四要素解析天猫品牌叙事。发现其主题集中在促销主题、态度主题、娱乐主题和情感主题，品牌原型则体现为“照顾者”，采用“品牌线”和“消费者线”双线并行的叙事逻辑。
第三部分，对“双十一”语境下的“天猫”品牌叙事进行创新性分析。其叙事创新处体现在三个方面：思维创新，跨越时间维度来链接品牌与消费者；意识创新，创造“天猫”品牌为消费者愿望保驾护航的观念；内容创新，以消费者故事为主导建立品牌故事。将消费者故事作为建构品牌故事的主导，是“天猫”在“双十一”语境下进行品牌叙事最大的创新点。
第四部分，总结“天猫”在“双十一”品牌广告片中的品牌叙事特征和叙事原则，建构出天猫品牌叙事的体系化模型。“天猫”品牌叙事最终呈现出了以故事内容和故事主题为内核，思维创新、意识创新和内容创新三个叙事创新处为内部驱动，统一性、差异性、相关性、共鸣性等叙事原则为外部引擎的由内而外的稳定式结构。
关键词：品牌叙事；天猫；故事；“双十一”
Abstract
In today's extremely fierce brand competition,it is more difficult than ever to quickly establish contact with consumers, accurately and effectively convey information to achieve effective brand building.However, as an ancient narrative way, story has been noticed by scholars and brand owners.Stories are born with attraction, creativity, immersion and communication power,and it is easy to realize the transmission of views and emotions with its unique nature.As a result, more brands are choosing to communicate with consumersthrough storytelling, which makes abstract brands understandable and conveys messages that appeal to both emotion and reason.
Representative theory in the field of brand narrative research results from Lawrence vicent.In his monograph Legendary Brand: Unleashing the power of storytelling to create a winning market strategy,he elaborated the relationshipbetween brand narrative and Legendary Brands in detail, formed of four elements:theme, characters, plot, aesthetic theory, for the strong brand narrative theory.Based on the brand narrative theory,this paper studies how to construct the "Tmall" story in the Singles Day brand advertisements.
The first part mainly introduces the theoretical basis and elaborates the relationship among "story", "narrative" and "brand building" in detail.According to the research results of many scholars,it is found that story is an effective means to convey information. Most scholars equate "narrative" with "storytelling", and this paper also adopts this view.Narrative is a communication tool for branding.
The second part collects the cases of "Tmall" Singles Day commercials,and analyzes Tmall brand narrative from four elements of brand narrative.It is found that its themes focus on promotion theme, attitude theme,entertainment theme and emotional theme, and the brand archetype is embodied as "caregiver".As for the narrative line,it adopts the parallel narrative logic of "brand line" and "consumer line".
The third part is an innovative analysis of "Tmall" brand narrative in the context of Singles Day.Its narrative innovation is embodied in three aspects: Thinking innovation,linking brands and consumers across the time dimension;Consciousness innovation, creating the concept of "Tmall" brand to escort the wishes of consumers;Content innovation, with consumer story as the leading brand story.Taking consumer story as the leading role in constructing brand story is the biggest innovation of "Tmall" in brand narrative in the context of Singles Day.
The fourth part summarizes the brand narrative characteristics andnarrative principles of "Tmall" in the Singles Day brand advertising film, and constructs the systematic model of Tmall brand narrative."Tmall" brand narrative finally presents a stable structure from the inside out with story content and story theme as the core, three narrative innovations of thinking innovation,consciousness innovation and content innovation as the internal drive,and the narrative principles of unity, difference, relevance and resonance as the external engine.
Key words: Brand narrative;Tmall;The story;＂Singles Day＂
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