基于语义学视角的广告符号的意义  

Analysis of Significance Advertising Symbol from the Perspective of Semantics

作　　者：夏海斌[1] 丁毅[1] 

机构地区：[1]华东交通大学,南昌330013

出　　处：《包装工程》2011年第4期29-32,共4页Packaging Engineering

摘　　要：从语义学视角,以广告创意理论为基础,提出了广告符号的5种意义类型,并对5种意义类型展开了分析:对商品的特色和益处进行分析,讨论广告符号的理性意义;分析人们"真实世界"经验——感官经验、行为经验、观念经验,探讨广告符号的内涵意义;分析个体与品牌的社会文化的相互影响,以及消费者对社会地位的需求,讨论广告符号的社会意义;分析消费者对商品的态度,在消费过程中所表现出来的情感、心情和情绪,讨论广告符号的情感意义;分析最新的品牌沟通方式——赞助、伏击、善因和植入式广告,探讨广告符号的搭配意义。Based on the researches on the theory of advertising,it put forward 5 types of significance of advertising symbol from the perspective of semantics： analyze the characteristics and advantages of commodities,discuss the rational significance of advertising symbol;analyze the ＂real world＂ experience——sense experience,behavior experience and concept experience,discuss the connotation meaning of advertising symbol;analyze the mutual influences of social culture between individual,discuss the social significance of advertising symbol;analyze consumers＇ attitude to commodities;discuss the emotional meaning of advertising symbol;analyzed the latest brand communication——sponsor,ambush,good cause and implantable advertising,discuss the collocation meaning of advertising symbol.

关 键 词：广告符号 符号意义 广告创意 

分 类 号：J524.3[艺术—艺术设计]