现代广告中的图形符号及传播原理研究

发布时间：2018-03-13 04:07

本文选题：现代广告　切入点：符号　出处：《湖南师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 现代广告所传播的思想观念、社会文化、商品服务信息对人们的生活方式以及整个社会经济的发展,都具有潜移默化的引导和促进作用。随着现代科技日新月异的发展,广告信息传播的媒介逐渐多元化,传播方式也越来越丰富,如报纸广告、杂志广告、直邮广告、POP广告、招贴广告、户外广告、动画广告、影视广告等等。如此丰富的广告信息传播方式,使得消费者应接不暇。但值得注意的是,无论何种传播方式,图形符号在现代广告传播中都占有重要的地位,并在信息传播的过程中担当着极为重要的角色。设计师能否创造或使用好图形符号,图形符号能否在传播过程中发挥其功能和实现价值,将成为广告效果能否达成的关键因素。因此,现代广告中的图形符号及其传播原理研究,具有相当重要的理论价值和现实意义。鉴于目前广告学术界对此论题的研究还未完全展开,故其深入研究的空间比较大。在此,笔者将借助符号学、传播学、设计学、广告学的相关理论成果,并结合案例分析,力求建构新颖的现代广告图形符号理论及传播模式。本文按以下思路展开论述: 绪论部分,笔者将通过研究的背景、问题的缘起、研究的目的与意义、文献综述及研究方法等各部分的论述,建立起对现代广告中的图形符号及其传播原理研究的初步认知。第一章是关于符号与符号学。笔者将从符号学理论分析入手,重点阐释符号的定义,并具体比较符号学派两大创始人的观点之异同,结合传统分类法与美国符号学家皮尔士对符号的经典论述,共同用于对图形符号的理解当中。另外,笔者对图形符号的研究将从现代符号学逐渐过渡到现代广告学的研究领域,以论证图形符号研究的多层面与多向度,从而提出对本文论题研究的新视角和初步见解。第二章是关于图形符号。笔者将在先前建立的符号理论基础之上,结合设计学中对于图形研究的相关理论与原理,重点阐述图形符号概念与图形符号的分类法则,并结合相关案例分析图形符号在现代广告信息传播中的功能与价值,从而确立现代广告中的图形符号传播原理研究的理论基础。第三章是现代广告中的图形符号传播原理。笔者将在前几章共同建立的理论基础上,展开对现代广告中的图形符号传播模式研究,并借助传统信息科学的研究成果,结合现代广告传播的特殊性,提出新颖的图形符号传播模式,从而全面展示现代广告中的图形符号传播全过程。结语部分,笔者将对本文的研究进行全面总结,并以发展的眼光展望广告图形符号研究的未来。
[Abstract]:The spread of modern advertising ideas, social and cultural development, the information of goods and services to people's life style and the whole social economy, is imperceptible to guide and promote the role. With the development of modern science and technology change rapidly, advertising media gradually diversified, communication mode is also more and more rich, such as newspaper ads, magazine ads, direct mail advertising, POP advertising, advertising posters, outdoor advertising, advertising, animation, film and television advertising. Advertising information dissemination way so rich, so consumers too busy to attend to all.
But it is worth noting that, no matter what kind of communication way, graphic symbols occupy an important position in the modern advertising communication, and in the process of information communication plays a very important role. The designer can create or use graphic symbols, graphic symbols can play and realize its function value in the spreading process, the become a key factor in the advertising effect can be reached. Therefore, the research of graphic symbols and communication principle in modern advertising, has great theoretical value and practical significance. In view of the current research on advertising academic of this topic is not fully extended, so the in-depth study of the space is relatively large. Here, the author will use semiotics, communication study design, related theories of advertising, combined with case analysis, and strive to construct the modern novel theory of advertising graphic symbols and mode. In this paper, in accordance with the following ideas on The:
In the introduction part, the author will preliminarily recognize the research of graphic symbols and their communication principles in modern advertisements by studying the background, the origin of the problem, the purpose and significance of the research, the literature review and research methods.
The first chapter is about the symbols and semiotics. The author from the semiotic theory analysis, focuses on the definition of symbols, symbols and specific comparison two views of school founder, combined with the traditional Peirce classification and semiologists American classic paper on symbols, graphic symbols for common understanding. In addition, research in the field of study of the graphic symbols from the modern semiotics gradually transition to the modern advertisement, in order to demonstrate the symbols of the multi-level and multi dimension, so as to put forward a new perspective on this topic research and preliminary ideas.
The second chapter is about the graphic symbols. The symbols on the theoretical basis of the previously established, combined with the design theory for the related theory and the principle of graphic research, focuses on the classification concept of graphic symbols and graphic symbols, and combining with the case analysis of the function and value of graphic symbols in modern advertising in the dissemination of information, the theoretical basis and the establishment of communication principle of graphic symbols in modern advertising.
The third chapter is the propagation principle of graphic symbols in modern advertising theory. The author will jointly set up in the previous chapter, study on the mode of transmission of graphic symbols in modern advertising, and with the traditional research of information science, combining with the particularity of modern advertising, the mode of transmission of novel graphic symbols, thus comprehensively display of graphic symbols in modern advertising communication process.
In the concluding part, the author will make a comprehensive summary of the research and look forward to the future of the research on the graphic symbols of advertising.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

【相似文献】