广告符号学在中国的理论发展与实际应用

发布时间：2018-04-27 20:41

本文选题：符号 + 文本　；参考：《四川大学》2003年硕士论文

【摘要】： 本文描述了广告符号学在中国的理论发展与实际应用。在梳理了国内广告符号学研究脉络的基础上，界定了广告符号学的概念，提出了广告符号学理论研究新视角及实际运用方法，以期完善中国的广告符号学研究，充实广告理论的学术研究阵地，也使这门学科为更多的人所了解，并能够给予广告实践者以有益的启示与指导。广告符号学是一门在西方发展较快的新型的广告理论研究学科，它对广告的文本、意义分析不仅可以揭示出广告的内涵，还可以应用到广告的实践操作层面上，因此具有一定的研究价值。而目前国内还没有对广告符号学理论研究进行全面分析梳理的理论成果，因此，将广告符号学分为导入期、发展期、繁荣期三个历史时期，对每一时期进行回顾总结、文献梳理，并归纳其特点与不足是本文的理论贡献之一；针对现有研究方法的不足，力图寻求一个研究方法的新视角，提出将索绪尔符号学研究方法更弦易帜：从最基本的语言出发来分析广告、品牌，从受众符号心理角度解释文本意义的多样化解读并进行问卷的实证调查是本文的创新之二。为了使理论更好地联系实际，针对限制性品牌与非限制性品牌，设汁了广告符号学的实际操作方法并预测了广告符号学的发展趋势则是本文的创新之三。全文共分为七章。第一章为绪论，简要论述了与研究起源、目的、研究对象、研究方法、研究过程及文章架构，研究方法以演绎归纳调查统计为主，并以问卷作为数据支持。第二章为广告符号学概述：界定了广告符号学的概念，广告符号学的基本研究方法及意义，介绍了国内广为采用的索绪尔符号学的四对基本范畴。第三章分二个历史时期回顾j’)’一告符号学在国内的发展历程及研究现状，总结排一时期的特点‘，不足。第四一章试图开拓广告符号学研究的新思路，使用符号学理论新视角分析整个厂‘告系统。第五章着重讨论了广告符号学理论在实际中的运用，在进入符号消费}!寸代之后，广告应该怎样应对，提出)‘- 告符号学的应用方法。第六章探讨了，’一告符号学的发展趋势，设计了发展模式图。第七章为结论，，川卜七个命题形式总结个义的观点。
[Abstract]:This paper describes the theoretical development and practical application of advertising semiotics in China. On the basis of combing the research context of advertising semiotics in China, this paper defines the concept of advertising semiotics, and puts forward a new angle of view and practical application of advertising semiotics in order to perfect the study of advertising semiotics in China. To enrich the academic research field of advertising theory also makes the subject understood by more people and can give advertisement practitioners useful enlightenment and guidance. Advertising semiotics is a new research subject of advertising theory, which develops rapidly in the West. It can not only reveal the connotation of advertising, but also be applied to the practical and operational aspects of advertising. Therefore, it has certain research value. At present, there is no comprehensive theoretical research on advertising semiotics. Therefore, advertising semiotics is divided into three historical periods: introduction period, development period and prosperity period. It is one of the theoretical contributions of this paper to sort out the literature and summarize its characteristics and shortcomings, aiming at the deficiency of the existing research methods, trying to find a new perspective of the research methods. It is proposed that Saussure's semiotics research methods should be changed: analyzing advertisements, brands from the most basic language, interpreting the meaning of text from the perspective of audience's symbolic psychology, and conducting an empirical survey of questionnaire are the innovation of this paper. In order to integrate theory with practice better, aiming at restrictive brand and non-restrictive brand, this paper puts forward the practical operation method of advertising semiotics and predicts the development trend of advertising semiotics, which is the third innovation of this paper. The full text is divided into seven chapters. The first chapter is the introduction, which briefly discusses the origin, purpose, object, research method, research process and the structure of the article. The research method is mainly deductive and inductive survey statistics, and the questionnaire is used as the data support. The second chapter is an overview of advertising semiotics: it defines the concept of advertising semiotics, the basic research methods and significance of advertising semiotics, and introduces the four aspects of Saussure semiotics, which are widely used in China. To the basic category. Chapter three reviews the development of semiotics in China and its research in two historical periods To investigate the current situation, summed up the characteristics of the first period, inadequate. Chapter four attempts to explore new ideas on the study of advertising semiotics Road, use the new perspective of semiotic theory to analyze the whole plant'sue system. Chapter five focuses on advertising semiotics The application of theory in practice, in entering the symbol consumption}! After the "inch" generation, how should advertising be handled and put forward? The method of application of semiotics. The sixth chapter discusses the development trend of semiotics and designs the development model. Picture The seventh chapter is the conclusion, Chuan Bu seven propositions form summing up the viewpoint of meaning.
【学位授予单位】：四川大学
【学位级别】：硕士
【学位授予年份】：2003
【分类号】：G206

【引证文献】