汉字字源视角下的华文广告创意研究-传播学专业论文.docxVIP

AbstractAs Abstract As a main carrier to convey messages，the symbol of character is particularly lmportant in the performance of advertisement creation．Especially,Chinese characters，which have unique features，rich ideograhpic system and deep cultural connotations，add more inspiration to the performance of advertisement creation in China in the aspect of forrn and content． The source of Chinese characters refers to how Chinese characters w舒e created． The process of creating Chinese characters Can be divided into two：the process of constructing the form of Chinese characters and the process of constructing their meaning．The process of constructing the form of Chinese characters is the process of getting specific meaning of Chinese character from its specific form．The process of constructing the meaning of Chinese characters is the process of revealing abstract meaning of Chinese character from its specific meaning．These two processes are corresponding to Roland Barth’S ideograhpic symbol system．In his ideograhpic symbol system，the first level is the process from‘‘Signans’’to‘‘Designatum’’which was put forward by Ferdiand de sausure，that is，the process of constructing the form of Chinese characters；the second level is the process of taking‘‘Signans，，and ‘‘Designatum’’for the overall integration as the new‘‘Signans’’and then producinl；the new‘‘Designatum’’，that is，the process of constructing the meaning of Chinese characters． The laws of the process of creating Chinese characters have important impacts and references on the activities of advertisement creation in China．The thinking of constructing the form of Chinese characters has a great inspiration in the aspect of form to advertisement creation in China,and the thinking of constructing the meaning of Chinese characters has a great inspiration in the aspect of content to advertisement creation in China，One is in the aspect of form and Micro．reference and another is in the aspect of content and Macro-infiltration．They