华与华电视广告符号叙事研究

发布时间：2018-01-04 11:16

本文关键词：华与华电视广告符号叙事研究　出处：《河北师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：在符号价值消费盛行的今天,越来越多的企业和品牌服务机构在营销传播中通过大众媒介来制造“符号消费”。其中,电视广告作为一种被受众广泛接触的广告形式,是品牌进行符号价值构建时必不可少的渠道。电视广告通过具有表意性的符号叙事,用更加丰富完整的情境语境和更加贴合受众心理接受习惯的意义表达,来塑造品牌形象和价值,并以此影响社会消费行为。基于此情况,本文锁定了在品牌服务和广告创意中善于使用符号和符号叙事进行品牌塑造的上海华与华营销咨询有限公司,对华与华电视广告符号叙事进行研究。首先,在绪论部分,对有关广告符号学和电视广告符号叙事的国内外研究现状及本文研究样本的选择进行总结。在此基础上,在第一章中对品牌符号价值的构建与电视广告符号叙事进行解读,研究品牌符号价值的构建过程,探索电视广告符号叙事的核心作用和一般存在逻辑。在第二章中,运用符号学原理,并结合“华与华方法”,分析华与华电视广告符号叙事的构成要素,总结出文本要素和符号要素的存在方式和构建过程。在第三章中对华与华电视广告符号叙事的动态编译逻辑进行解读,从编码信息、编码原则和译码过程等方面展开研究,最后,在第四章中从对消费者的作用和对品牌战略实现的促进意义两个角度来验证华与华电视广告符号叙事的营销传播效果,并进一步得出结论:华与华电视广告符号叙事是具有代表意义并行之有效的。通过对华与华电视广告符号叙事的个案研究,我也认识到符号叙事对于电视广告传播的重要意义和对品牌塑造的重要价值。在电视广告中成功的运用符号叙事,能够创作出更有效果的电视广告,这对于企业和消费者来说是一种“互赢”。
[Abstract]:In the symbolic value of consumption is prevalent today, more and more enterprises and brand service organization in marketing communication through the mass media to create a "symbolic consumption". Among them, television advertising as a wide audience contact forms of advertising, brand is the essential symbol value when constructing channels. Television advertising through symbolic narrative representative the use of situational context more complete and accept customs more fit the audience's psychological significance of expression, to shape the brand image and value, and the influence of social consumer behavior. Based on this situation, this paper locked in brand advertising creative services and good use of symbols and narrative brand building in Shanghai China and China marketing consulting Co. Ltd., research in China and China Television advertising narrative symbols. Firstly, in the introduction part, the semiotics of advertising and television advertising symbols The narrative research status at home and abroad, this paper studies the choice of sample were summarized. On this basis, in the first chapter on the building of brand symbolic value and interpretation of the symbols of television advertising narrative, construction of brand symbolic value process, explore the core role of television advertising narrative symbols and general logic of existence. In the second chapter, the use of the principle of semiotics, and combined with the "China and China", elements of China and the China Television advertising narrative symbols, summed up the text elements and symbols of the elements of existence and construction process. In the third chapter of China and China TV advertising symbol dynamic narrative logic compiler interprets from the encoding information, research the principle of encoding and decoding process etc. Finally, in the fourth chapter on the role of the consumer and the brand strategy of the implementation of the two aspects to verify the significance of promoting China Huadian and advertising Marketing communication effect of narrative symbols, and concluded that China and Chinese TV advertising narrative symbols are representative and effective. Through the case to China and China TV advertising symbol narrative research, I also recognize the narrative symbols for TV advertisements are the important significance and important value of brand building on TV. Advertising in the successful use of the narrative symbols, can create more effective television ads, this is a "win-win" for businesses and consumers.

【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.81

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