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本文着重以苹果公司IPO Dnano2数字音乐播放器宣传片作为研究对象,逐一分析视频中所包含的各种视觉元素,挖掘视觉元素背后所隐藏的文化含义,分析同一视觉符号由于受大众知识背景(即符号储备)的差异而产生的不同。以传播学的研究方法,分析宣传片中所出现的视觉元素。从分析理解视觉文化的角度,运用符号传播学的研究方法,从演绎的“苹果”分析其在跨文化传播过程中由于中西文化不同的影响所造成的解读差异,研究视觉传播对视觉主体的重塑作用。
This article focuses on the IPO of Apple’s IPO Dnano2 digital music player as a research object, one by one analysis of the various visual elements contained in the video, digging hidden behind the visual elements of cultural meaning, analysis of the same visual symbols due to public knowledge background Symbol Reserve) difference arising from the difference. Using the research methods of communication studies, we analyze the visual elements appearing in the videos. From the perspective of analyzing and understanding visual culture, using the research methods of symbolic communication, this paper analyzes the differences in interpretations caused by the different influences of Chinese and Western cultures from the deduced “Apple ”, studies the influence of visual communication on visual subjects The remodeling role.