广告语中符号理论的运用研究

发布时间：2018-02-03 06:49

本文关键词： 广告语符号理论广告符号广告传播　出处：《东北师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：在当代的社会生活中，广告语可谓无处不在，而符号理论在广告语中的运用，使它以文化直觉的形式，更加方便直接的影响着人们的活动行为，促使着人们新的价值观念形成，同时，它还以一种无形的方式，潜移默化地诱导着人们的精神思想，在不知不觉中就可以传承传统道德观念以及健康精神，尤其一些公益广告语的使用，更是肩负起这样的社会责任。一个经典的广告语，所代表着的是时代健康向上的精神。因此，针对广告语做出研究探讨，能够进一步提升广告的社会功用，用高品质的思想性与艺术性去推动人们观念上的更新。无论商业广告还是公益广告，其主要目的就是宣传表达者的意象，而符号理论在广告学中的运用，便把表达者最本质的意思，更加形象明了的展现给受众。本论文的研究方法是将广告语概念下的广告语本身作为一个对象来进行研究，论文的研究方法在传统研究方法注重对象研究的基础上，，将符号理论以及它与广告语的关系作为研究的出发点，提出了一套比较完整的广告语与语言符号之间的关联的方法，为今后广告语设计创作中，形式和内在意义、表层与深层结构的研究提供了有效的借鉴和参考，这是符号理论与方法学领域的创新。通过对广告语、符号理论、广告语与符号理论之间的关系以及广告语中符号理论的应用作细致的分析研究，并通过对这几个重要符号理论的理解，关系的梳理，借用理论与实践相结合的技术手段，意图在于更好地了解和利用广告语，更好的把握其理论与实践的关系，以期为广告语的发展研究提供一个新的思路。
[Abstract]:In contemporary social life, advertising language can be described everywhere, and the use of symbolic theory in advertising language makes it more convenient and direct to affect people's activities and promote the formation of new values in the form of cultural intuition. At the same time, it also induces people's spiritual thoughts in an invisible way, and imperceptibly inherits the traditional moral concept and the healthy spirit, especially the use of some public service advertising words. It is also shouldering such a social responsibility. A classic advertising language represents the healthy and upward spirit of the times. Therefore, a study on advertising language can further enhance the social function of advertising. To promote the renewal of people's ideas with high quality ideology and artistry. Whether commercial advertisement or public service advertisement, its main purpose is to propagate the image of the expressor, and the use of symbol theory in advertising. The expression of the most essential meaning, a more explicit display to the audience. The research method of this thesis is to study the advertising language itself as an object under the concept of advertising language. Taking the theory of symbol and its relationship with advertising language as the starting point of the study, this paper puts forward a set of relatively complete methods of the relationship between advertising language and language symbol, which can be used in the design of advertising language in the future, form and intrinsic meaning. The study of surface and deep structure provides an effective reference, which is an innovation in the field of symbolic theory and methodology. The relationship between advertising language and sign theory and the application of sign theory in advertising language are analyzed and studied in detail, and through the understanding of these important sign theories, the combing of relations, and the technical means of combining theory with practice, this paper makes a detailed analysis and research on the relationship between advertising language and sign theory, as well as the application of sign theory in advertising language. The intention is to better understand and use advertising language and better grasp the relationship between theory and practice in order to provide a new way of thinking for the development of advertising language.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H0

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