符号学视野下的中国当代广告的研究.docVIP

符号学视野下的中国当代广告研究 作者：邵 倩 指导老师：蔡峻岭 摘要： 中国当代广告迅速发展，为吸引更多消费者的眼球，广告的表现形式现代广告中的图形符号在现代广告的传播过程中，其功能与价值的实现，是在一个双向、互动的大众传播过程中完成的，而处于传播者系统中的广告主和设计师与处于受传者系统中的消费者群体，都在社会控制系统中相互影响、相互作用。视觉感官作为人类获得信息、知识的认知途径，其官能效应决定了它在众多感官认知途径中非同一般的地位。故对于图形符号及传播原理的研究，必须以发展的眼光来看待，并紧随时代的脚步不断开拓进取。本文立足于广告符号学理论基础上，对广告创意本体、过程及方法进行分析，从而揭示广告创意的符号学 关键词： 符号 所指能指 传播原理 广告符号学 Semiotics of Chinese contemporary advertisements perspective Abstract：Rapid development of contemporary Chinese advertising to attract more customers, the eyeball, advertising forms also more and more messages for rich, more and more is also diversified ways. The current consumption society is a generalized mass media age, any ?things? and ?service? and enterprise etc itself is a kind of ?media?, a literary text, a symbol, will convey the new message, have metaphorical literature level, its new reading way referred to earlier that will constitute a new with a new referred to finger wade meaning. And advertising, as the human society internal language symbols and the use of non-linguistic sign system, its creation process is actually to ?things?and ?service?and enterprise etc semiotics of analysis and coding, the goal is to make the target consumer from the thing and service and the enterprise emerge they want on the message, they wanted the signifier and the. And no matter how development, semiotics advertising occupies a place will be in advertising. In advertising accurate semiotics can take to the unexpected effect, accurately express advertising the message from advertising, in this paper, the entire text of the text as a symbol system of advertising, and the method to study semiotics in this system, the significance and spread to the consumer emotional experience discipline. Based on the theoretical basis, advertising semiotics of advertising creative ontology, process and method is analyzed, and reveals the creative thinking of advertisement features. Semiotics. Key words：Semiology Signified Signifier Transmission principl