中国高校形象片之创意传播研究——基于“语义-符号”模型的影像分析  

Study on creative communication of university brand image TVC in China:Analysis based on "Semantic-Semiology" matrix model

作　　者：郑欢[1] 卢照[2] 

机构地区：[1]上海师范大学广告系 [2]复旦大学新闻学院

出　　处：《广告大观（理论版）》2015年第6期80-94,共15页Journal of Advertising Study

摘　　要：高校是一个知识和权力、个人理想主义和意识形态交融的场所,高校形象片是展现高校理念和综合实力、传播自身品牌形象的窗口。目前,作为高校形象传播的影像文本,高校形象片在形式与内容的创意传播中存在着不同程度的"语义-符号"传达偏差,致使其无法有效完成缔造高校品牌形象的主旨。本文从结构主义的立场对"高校形象片"这一"宏大叙事"文本进行研究,并选择名列前茅的20所国内名校的形象片为样本,在列维·斯特劳斯的四项结构理论和格雷马斯"语义方阵模型"的基础上,发展和创新了适用于影像文本分析的"语义-符号"方阵,从传播的角度探讨影像符号如何产生意义并与受众形成语义共鸣,进而对我国高校形象片的创作和传播提出建议和对策。University is a field domain where knowledge and political power; personal idealism and collective ideology interact. University advertising TVC is a window of demonstrating and circulating its brand to the public. However, there now exists some ＂semantic- Semiology＂ deviation between the form and content of university TVC creative communication, which obstructs the establishment of university brand. The article unfolds analysis from the view of structural narratology on university advertising TVC by selecting Chinese top 20 universities as the sample, and develops Semantic-Semiology method, which is suitable for TVC on the basis of Claude Lévi-Strauss quadrinomial theory and semantic matrix of Algirdas Julien Greimas. After the analysis, I put up advice and give strategic solution to the creation and communication of Chinese university advertising TVC.

关 键 词：语义-符号方阵 创意传播 共鸣 

分 类 号：G647[文化科学—高等教育学] G206[文化科学—教育学]