奢侈品广告的符号说服机制研究——以香奈儿五号香水影视广告为例  

Study on the Symbolic Persuasive Mechanism of Luxury Advertising

作　　者：葛雍维 刘洁[1] 

机构地区：[1]浙江理工大学艺术与设计学院

出　　处：《包装与设计》2021年第5期134-135,共2页Package & Design

摘　　要：广告传播活动的最终目的是为了传播品牌文化和产品价值,刺激受众情感欲望,从而产生消费行为。文章结合符号学基本原理和符号神话学理论,通过分析香奈儿五号香水影视广告中的符号体系,探究奢侈品广告中的符号构建体系与符号说服机制,从符号学的角度为奢侈品广告传播说服力、影响力方面提供一定思路。The ultimate goal of advertising communication activities is to spread brand culture and product value,stimulate audiences’emotional desires and generate consumer behavior.Combining the basic principles of semiotics and the theory of semiotic mythology,this paper analyzes the symbol system in the commercial films of Chanel N°5 perfume to explore the symbol construction system and symbol persuasion mechanism in luxury advertising,and provide some ideas for the persuasion and influence of luxury advertising from the perspective of semiotics.

关 键 词：符号学 神话符号学 广告说服 奢侈品品牌 

分 类 号：G63[文化科学—教育学]