论文部分内容阅读
本文从一则电视广告入手,运用符号学理论对其进行分析,探讨了关于广告的影像和文案在二级符号系统层面上的目的意指性以及营销劝说逻辑如何形成、广告如何完成物编码的问题,试图借助符号学原理去把握广告的内部结构体系,进而为广告的设计创作或批判性研究提供一些参考。
Starting with a television advertisement, this article uses semiotic theory to analyze it, and discusses the purpose meanings of the images and copyrights of advertising on the secondary symbol system level and how the marketing persuasion logic is formed, and how the advertisement completes the object encoding Problem, trying to grasp the internal structure of advertising by means of semiotic theory, and then provide some reference for creative design or critical research of advertising.