商业广告中的符号化特点--以绝对伏特加为例-毕业论文（设计）.doc

毕业论文 PAGE IV 毕业论文 I 保密类别? ???? 编 号? ???????? 毕 业 论 文 试谈商业广告的符号化趋势 ——以绝对伏特加广告为例 学 院 电视与新闻学院 专 业 媒体创意 班 级 姓 名 指导教师 年 5 月 4 日 摘 要 广告在经济全球化的今天扮演着十分重要的角色，一则好的商业广告不但能够为商家带来丰厚的经济效益，（同时还能）满足消费者对新型文化的阅读需求，因此我们可以把广告学视为文化文本来进行研究。作为一门独立的学科，广告学在其诞生后的一个多世纪内取得了飞速的发展，衍生出了功能说、方法论等。将商业广告视为符号并以符号学的方法进行解码，这就诞生了广告符号学。在学科逐渐成熟的今天，符号化传播成为了大众传播中的重要手段，通过观察和研究我们可以发现，商业广告的发展正在呈现出一种符号化的趋势。 绝对伏特加（ABSOLUT VODKA）诞生于15世纪，是享誉世界的三大烈酒之一。在各种名酒品牌中，只有绝对伏特加的广告宣传能够以其精湛的传播策略与艺术紧密结合，而众所周知的绝对伏特加酒瓶，则成为了绝对广告系列中的主角，这只酒瓶就能很好地诠释商业广告的符号化发展趋势。本文通过对绝对伏特加酒品牌和其广告中符号的应用以及广告呈现出的符号意义的研究，从符号学的角度对绝对伏特加广告进行分析，并与现代商业广告的发展现状结合，在浅谈商业广告的符号化趋势的同时，分析其发展趋势之下面临的问题。 关键词：商业广告 符号化 绝对伏特加 广告符号学 符号化传播 ABSTRACT Today, commercials play an important role in worldwide. Good commercials can make a company successfully in marketing, and it can shared by audiences as a social cultural .To be an independently course, advertising had a great development in last century. And lots of different function theories and methods emerge from it. Treat commercial as a symbol and do research with symbolization method, we called the process symbolized broadcasting. Nowadays, symbolized broadcasting is a very important way to understand communication. Through the research, we found that the development of commercials shows up a symbolize deviation. Absolut Vodka was born in 15century; it is the most famous vodka in the world. As everyone know, in the world’s alcohol industry, only one brand can close to modern art, that’s Absolut. It is common knowledge that the bottle of Absolut Vodka is the most celebrated logo in the world; the bottle is an essential evidence to prove the symbolization of commercial. Through the research on the commercials of Absolut Vodka and mainly from semiologys angle, I will briefly introduce the symbolization of modern commercial advertisements, combined with its development and status quo. Keywords: Commercial Symbolization Absolut Vodka Symbolized-bro