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本文认为广告教育与研究必须要有所转向:由信息传播观的广告教育与研究转变为意义生产、意义建构观的广告教育与研究,应当重视广告符号的研究与教育。并在此观点下简要说明了广告表现“三点三层”理论的主要“三点”指的是诉求点、兴趣点、联系点,并认为三点在广告表现中应当做到水乳交融;三层指的是全局把握层、整体构成层、符号选择层。
This paper argues that advertisement education and research must be changed: from education and research on information dissemination to advertisement education and research on meaning production and meaning construction, attention should be paid to the research and education of advertising symbols. And in this view a brief description of the ad performance “three three ” theory of the main “three ” refers to the appeal point, point of interest, point of contact, and that the three points in the advertising performance should be done Water and milk blend; three refers to the global grasp of the overall composition of the layer, the symbol selection layer.