近30年平面广告中女性符号研究

发布时间：2018-03-24 01:05

本文选题：平面广告　切入点：女性人物　出处：《吉林大学》2015年硕士论文

【摘要】：在物质文明和精神文明繁荣发达的今天，电视为主体的大众传播媒介渐渐彰显出非常重要的作用。中国广告业在社会主义市场经济体系中迎来复苏的爆发期，中国商品广告从1966年在消失了10年的时间之后再次迸发而出。1979年，中国商品广告正式开始发展，中国人均广告从最开始的0.23元迅速增长到了11.3元，营业总额也从2.34亿元直接上升到了134亿元的惊人数额。当下的电视广告较之传统的一些广告媒介，拥有许多优点，例如，逼真的形象、强烈的接受能力和直接刺激消费。在这些优势的推动下，越来越多的商家选择用电视广告来宣传自己生产出来的产品，随着这些商家的涌入，电视广告营业额在全国广告营业额的占有率快速增长。平面广告中的发展相对电视广告、广播广告、网络媒体广告来说，发展相对缓慢。“女性符号”，这代表了广告中的一个象征性的价值观念。科教兴国和社会主义和谐社会的建设，使得拥有巨大群体的女性角色重新获得了新生，人们潜意识中的女性观念越来越明显，而女权主义也被每个人所熟知，庞大的女性群体用她们自己的努力、善良和自信在平面广告中带来了新一轮的轰炸，开始为女性为主体的广告也渐渐占据了广告市场，通过这些广告，女性内心的真实感受被释放出来。本文主要阐述的是针对近三十年来我国平面广告关于女性人物符号的研究，从研究中分析当代中国的平面广告发展背景和社会思想意识，在根据不同的受众中培养不同的价值和审美观念，形成更有针对性的广告分类。通过符号学的相关理论，站在全新的角度来分析探讨平面广告中的女性人物符号，在这种创新和突破中去寻找当下平面广告女性符号在整个广告大背景下如何更好地去发展，将自己的一份努力贡献给广告女性人物符号的研究。另外，广告业的整体发展对于女性人物符号的要求也在悄然发生变化，健康且具有美感、积极向上和自信独立等形象慢慢成为女性人物符号的代言词。在平面广告如果想要应用女性人物符号的话，一定要保持谨慎乐观的态度，不管是外在还是内涵，平面广告设计都要充分平衡两者的关系，尽量将女性人物符号的表达方式朝着合理有效的方向发展。广告是对时代的体现，女性人物符号在某种意义上来说并不是简简单单的视觉符号，更多的是一种社会文化特征符号。自信、魅力、美丽、智慧和善良等等都是当下女性人物符号的文化个性象征，随着这种趋势发展下去，，未来平面广告甚至整个广告中都会大力发展具有女性韵味的人物象征性符号。
[Abstract]:With the prosperity and development of material civilization and spiritual civilization, the mass media with television as the main body is gradually showing its very important role. China's advertising industry has ushered in a period of revival in the socialist market economy system. Chinese commodity advertisements burst out again after 10 years of disappearance in 1966. In 1979, Chinese commodity advertising officially began to develop, and the per capita advertising in China rose rapidly from 0.23 yuan at the beginning to 11.3 yuan. The total business volume has also risen directly from 234 million yuan to 13.4 billion yuan. Today's TV ads have many advantages over some traditional advertising media, such as realistic images. Strong acceptability and direct stimulation of consumption. Driven by these advantages, more and more businesses choose to advertise their products through television advertising, and as these businesses pour in, The share of TV advertising turnover in the national advertising turnover has increased rapidly. The development of print advertising is compared to that of television advertising, broadcast advertising, and network media advertising. Development is relatively slow. The "female symbol" represents a symbolic value in advertising. The construction of a harmonious society through science and education has given a new life to the female characters with a large group. The subconscious idea of women is becoming more and more obvious, and feminism is well known to everyone, and a large group of women, with their own efforts, kindness and self-confidence, have brought a new round of bombing in print advertising. Through these advertisements, the real feelings of women have been released. This article mainly describes the research on female characters in print advertisements in China in the past 30 years. This paper analyzes the development background and social ideology of contemporary Chinese print advertising, trains different values and aesthetic concepts according to different audiences, and forms more targeted advertising classification. From a new perspective to analyze and discuss the female characters in print advertising, in this innovation and breakthrough to find the current print advertising female symbols in the context of the whole advertising how to better develop, Contribute your own efforts to the study of female characters in advertising. In addition, the overall development of the advertising industry for the female character symbol requirements are quietly changing, healthy and aesthetic, Positive and self-confident images are slowly becoming the endorsements of female characters. If you want to use female characters in print advertisements, you must maintain a cautious and optimistic attitude, both outside and inside. Graphic advertising design should fully balance the relationship between the two, as far as possible the expression of female characters towards a reasonable and effective direction. Advertising is the embodiment of the times, In a sense, the female character symbol is not a simple visual symbol, but more a social and cultural characteristic symbol. Confidence, charm, beauty, wisdom, kindness and so on are the cultural and personality symbols of the current female character symbol. With the development of this trend, the future print advertising and even the whole advertising will develop the symbol symbols with feminine charm.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;G206

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