互文性与广告创意的张力  

On the Tension of Intertextuality and Advertising Creativity

作　　者：程金海[1] 

机构地区：[1]上海商学院东方财富传媒与管理学院,上海201400

出　　处：《武汉理工大学学报（社会科学版）》2014年第3期362-366,共5页Journal of Wuhan University of Technology:Social Sciences Edition

基　　金：上海市教委重点学科项目课题(J52001)

摘　　要：广告互文性理论认为,广告文本意义的实现过程是读者积极参与建构的过程,潜在消费者对广告的理解和接受直接决定了广告创意效果的实现。潜在消费者对广告文本的接受和理解总是受其前理解的影响,因而广告为实现有效传播的目的,对于关联文本的选择一定要适应潜在消费者的前理解。但另一方面,广告传播作为一种符号传播行为,对适应潜在消费者前理解的文本要素的反复运用又使得其对广告文本信息的接受处于一种自动化状态,从而使得广告文本丧失必要的注意力价值,大大降低广告传播的效果。因此,互文性的广告文本在适应潜在消费者的前理解的同时,也要注意对潜在消费者的前理解进行必要的超越,广告创意的张力正是来自于广告文本对潜在消费者前理解的顺应和超越。In accordance with the intertextuality theory, readers are actively participating in the implementation process of text meaning.The realization of the advertising creative effect depends on the potential customers＂ understanding and acceptance.The potential consumers＇ acceptance and understanding is always affected by pre-understanding, thus in order to communicate effectively, the choice of associated text must adapt to the pre-understanding of potential consumers.But on the other hand, advertisement as a kind of symbol communication behavior,the repeating of the text could lead to a state of automation,so as to make the advertising text lose the necessary attention value,reduce the effect of advertising communication.Therefore,intertextuality text of advertising must pay attention to the preunderstanding of potential customers,as well as to surpass it.The tension of advertising creativity lies in fitting and surpassing the pre-understanding of potential customers.

关 键 词：互文性 前理解 广告创意 

分 类 号：G206[文化科学—传播学] F713.80[经济管理—广告]