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一个好的故事可以塑造一个好的品牌形象。百年历史的积淀造就了北京老字号的传奇色彩,使其拥有讲故事无可比拟的丰富素材。影视剧以其独特的讲故事方式,唤起了人们对老字号品牌的记忆和怀旧情绪,重塑了老字号的影响力,进一步提升了老字号品牌的文化内涵和品牌价值。本文主要以影视剧《大宅门》和《天下第一楼》为例,研究影视剧的叙事力量和语言魅力,从而总结出影视剧在塑造与传播北京老字号品牌形象方面的特征。
A good story can shape a good brand image. The accumulation of centuries-old history has created the legendary legend of Beijing’s old time-honored brand and made it rich in materials that are incomparable with stories. With its unique storytelling style, film and television drama evokes memories and nostalgia emotions of the old brands, reshapes the influence of the old brand, and further enhances the cultural connotation and brand value of the old brand. This paper mainly studies the narrative power and the language charm of film and television dramas “Grand House” and “The First Floor of the World”, and then summarizes the characteristics of the film and television dramas in shaping and disseminating Beijing’s old brand image.