符号学背景下的电视频道形象包装设计研究

发布时间：2018-05-27 16:36

本文选题：符号学 + 电视频道形象包装　；参考：《广西师范大学》2016年硕士论文

【摘要】：近几年,我国对文化产业下发了诸多政策,倡导注重文化产业的发展,各媒介对电视包装行业进行了大量修改和完善,但是在国内电视频道出现了许多同质化现象。为此,在电视频道中我们应如何强调个体化差异,如何避免同质化的问题,如何维持电视媒介在市场中的位置,都是值得诸多媒体重视的问题。同时,电视媒体之间的竞争主要是在节目创新、收视率盘点和广告份额等方面,所以要想满足受众的心理需求,电视频道必须全方位和多角度去分析现状,突出电视频道的个性化差异,使之在激烈的竞争中立足并树立其品牌形象。在大众传播媒介中,电视包装作为一种具有商业与文化双重属性的事物,通过对符号意义的建构和解读,不仅可以传播电视包装的品牌理念,也可以表达出电视台的栏目理念甚至是文化符号,藉此提高受众对电视包装符号的认知度。从而获得受众对电视台的肯定,稳定电视台的收视率。不过,在符号构建之前,我们必须考虑受众的需求和对符号的认识度,这样有利于电视包装品牌形象的传播。本文从符号学角度出发,结合国内经典电视包装案例国际英语频道、中央电视台经济频道、湖南电视台进行分析,分别指出在电视包装中在播包装和离播包装的重要性,以研究包装中符号的本质,表明电视包装在符号传播过程中的意义。然后,从符号学理论中找出适合电视频道包装的理论点,分别是能指与所指、皮尔斯的符号三分法、电视符号传播中的纵与横的关系等角度,对电视包装符号意义的建构进行剖析;再通过外延与内涵进一步找出,受众并非完全按照电视符号的传播意义来解读电视包装的构建,而容易将一些符号进行转换和误读,则需通过其符号意义的延伸为电视包装的运作指明方向和途径。经过以上理论与电视包装符号的解读,初步提出电视频道形象包装设计的发展趋势为注入文化符号,以人文内涵实现营销目的；强调频道的个性化;适应新媒体技术的发展和媒介融合的态势；对电视媒体品牌进行整体营销。从而,进一步提出电视频道形象包装设计的创新方法为注重地方符号；关注流行符号的差异与受众解读：视觉符号形态多维化与品牌构建;多感知下五感的结合与受众解码。最后,本文将以湖南电视台影视频道为案例分析,将电视频道形象包装设计的创新方法进行验证和解读。
[Abstract]:In recent years, our country has issued a lot of policies to the cultural industry, advocating the development of the cultural industry, and various media have carried out a large number of modifications and improvements to the television packaging industry, but there have been many homogenization phenomena in the domestic television channels. Therefore, how to emphasize individual differences, how to avoid homogeneity and how to maintain the position of TV media in the market are all worthy of our attention. At the same time, the competition among the television media is mainly in the aspects of program innovation, ratings inventory and advertising share, so to meet the psychological needs of the audience, TV channels must analyze the current situation in all directions and from many angles. Highlight the individuality difference of TV channel, make it stand in the fierce competition and set up its brand image. In the mass media, television packaging, as a thing with dual attributes of business and culture, can not only spread the brand concept of television packaging, but also can be interpreted through the construction and interpretation of symbolic meaning. Also can express the television station's column idea even the cultural symbol, thus enhances the audience to the television packing symbol's cognition. Thus obtains the audience to the television station's affirmation, stabilizes the television station's ratings. However, before the symbol is constructed, we must consider the needs of the audience and the awareness of the symbol, which is conducive to the transmission of the brand image of TV packaging. From the perspective of semiotics, this paper analyzes the international English channel, the economic channel of China Central Television and Hunan TV, and points out the importance of broadcasting packaging and off-air packaging in TV packaging. In order to study the essence of the symbol in packaging, show the significance of TV packaging in the process of symbol transmission. Then, from the semiotics theory, we find out the theoretical points suitable for TV channel packaging, such as signifier and signifier, Pierce's three-point method of symbol, the relationship between vertical and horizontal in the transmission of TV symbols, and so on. This paper analyzes the construction of the symbolic meaning of TV packaging, and further finds out through the extension and connotation that the audience does not interpret the construction of TV packaging according to the transmission significance of TV symbols, but it is easy to convert and misread some symbols. It is necessary to show the direction and way for the operation of TV packaging through the extension of its symbolic meaning. Based on the above theory and the interpretation of TV packaging symbols, it is proposed that the development trend of TV channel image packaging design is to inject cultural symbols, to realize marketing purposes with humanistic connotation, to emphasize the individuation of channels, and to put emphasis on the individuation of TV channels. To adapt to the development of new media technology and media integration situation; TV media brand overall marketing. Thus, the innovative method of TV channel image packaging design is to pay attention to local symbols; pay attention to the difference of popular symbols and audience interpretation: visual symbol form multidimensional and brand construction; multi-perception under the combination of five senses and audience decoding. Finally, this article will take the Hunan TV station movie and television channel as the case analysis, the television channel image packaging design innovation method carries on the confirmation and the interpretation.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G229.27

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