大众文化视野下广告视觉符号与文化认同-传播学专业论文.pdf.docxVIP

大众文化视野下的广告视觉符号与文化认同 大众文化视野下的广告视觉符号与文化认同 中文提要 大众文化视野下的广告视觉符号与文化认同 中文提要 大众传媒的不断发达，促使广告传播成为了人们生活中不可或缺的客观存在。广 告不仅仅是商业社会中一个重要的经济手段，联系着生产销售者与消费者，而且它已 经成为大众媒介文化重要的一支，潜移默化地影响着人们的生活，改变着人们的生活 观念、价值观念和习俗。作为大众文化重要的文化现象，广告在文化学研究和社会学 研究领域渐渐地备受关注，越来越多的研究者注意NT广告作为大众文化的传播媒介 所应承担的社会责任。广告中大量使用的符号尤其是视觉符号，被赋予了不尽相同的 文化意义。用符号学的方法从文化的角度研究广告，审视广告传播中的文化符号，对 广告文化现象作深入的透视，更加深入、全面地把握广告的本质，理解广告的沟通方 式，评定广告传播的效果，以期使广告在内容和形式上富有知识性、科学性、艺术性 和文化性，让广告真正成为人们文化生活中不是被强加的而是乐意接受的部分，不再 是一种艰难的说服，而是社会的一种文化，一种生活。 关键词：广告传播视觉符号广告文化文化认同 作 ．者：黄晓辉 指导老师：王伟明 Advertising Advertising Visual Signs and Cultural Identity Communication From the Masscsr View Abstract Advertising Visual Signs and Cultural Identity Comm unic／1leatlontion Fromrom theme asses View Abstract With the increasing development of the mass media,advertising media becomes a necessary existence in peoples life．The advertisement is not only an important economic me嬲ure in the commercial life,which links producers and sellers to consumers，but also becomes an important type of mass media,which exerts a subtle influence on our life and changes people’s life concept,values，and habitudes．As a cmcial cultural phenomenon of the mass media,advertisements acquire more focus in the field of culture study and society study．More and more researchers have noticed the social responsibility that the advertisement is to take as one mass media．Macro signs of advertisements，visual designs in particular,are endowed with different cultural significance．With the method of semeiology,from the cultural angle to study advertisement,We scan cultural signs in the advertising media,take a de印perspective on the advertising culture，grasp the essence of advertisements mole deeply and roundly,comprehend ways of advertising communication， comment 0n effects of advertising media n order to make advertisements full of the significance of knowledge,science,art and culture in the form of content and modality,to make the advertisement really becomes a pleasing but not a imposed part in OU