汽车类微电影广告中符号的创意表现

发布时间：2018-11-12 07:41

【摘要】：中国迈进了网络化和数字化的新纪元,微电影广告应运而生,以迅猛地势头在发展着,并且其作为一种新兴广告形式被广告主们竞相追逐。本文以汽车微电影广告为研究对象,结合了符号学相关的交叉学科,论述了符号在汽车微电影广告中的创意表现方式。通过对相关核心概念的界定和文献的研究,明确了汽车微电影广告与符号之间的关系,并阐明符号是如何在汽车微电影广告中进行巧妙的运用。本文研究的重点在于,在汽车微电影广告中,视觉符号与听觉符号是如何产生和运用的。具体表现在视觉符号中场景、象征物、色彩和人物四个方面的运用,听觉符号中的语音、音乐和音响对于情感衬托和气氛渲染上起到的作用。其目的在于分析出汽车微电影广告中符号的模式,提供一条将广告信息快速传入受众大脑的途径,提升品牌形象。由于汽车行业的迅速发展,汽车微电影广告作为一种新沟通的手段,正发挥着越来越重要的作用。而对于汽车微电影广告的研究都集中在了营销策略、传播特点以及叙事方式的层面上,对汽车微电影广告中符号的研究很少,在广告界没有引起足够重视。本文从符号学的角度来论述符号在汽车微电影广告中的表现方式,在收集与整理大量近几年较新的汽车微电影广告之后,找出了汽车微电影广告在符号表现中所产生的一些问题。并表达了自己对于这些问题的一些建议和看法,以使大家对汽车微电影广告有一个深入地认识和新的突破。
[Abstract]:China has entered a new era of networking and digitization, micro-film advertising emerged as the times require, with a rapid momentum of development, and as a new form of advertising has been pursued by advertisers. This paper takes the automobile microfilm advertisement as the research object, unifies the semiotics correlation interdiscipline, discusses the symbol in the automobile microfilm advertisement creative expression way. Through the definition of relevant core concepts and the study of literature, this paper clarifies the relationship between the advertising and symbol of automobile microfilm, and explains how the symbol is used skillfully in the advertising of automobile microfilm. The focus of this paper is how to produce and use visual and auditory symbols in automotive microfilm advertising. It is embodied in the application of scene, symbol, color and character in visual symbol, and the function of speech, music and sound in auditory symbol in affective contrast and atmosphere rendering. The purpose of this paper is to analyze the pattern of symbols in automobile microfilm advertising, to provide a way to quickly transmit advertising information to the brain of the audience and to enhance the brand image. With the rapid development of automobile industry, automobile micro-film advertising is playing a more and more important role as a new means of communication. However, the research on automobile micro-film advertising is focused on the aspects of marketing strategy, communication characteristics and narrative mode, and the research on symbols in automotive micro-film advertising has not attracted enough attention in the advertising field. From the perspective of semiotics, this paper discusses the expression of symbols in automobile microfilm advertising. After collecting and sorting out a large number of relatively new automobile microfilm advertisements in recent years, Find out some problems caused by automobile micro-film advertisement in symbol performance. It also expresses some suggestions and opinions on these problems in order to make us have a deep understanding and new breakthrough to the automobile microfilm advertisement.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3;F713.8

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