现代平面广告的符号学研究

发布时间：2018-06-10 04:06

本文选题：符号 + 消费　；参考：《安徽工程大学》2011年硕士论文

【摘要】：广告学自20世纪初成为一门独立的学科以来,在西方,广告不仅在西方,广告不仅在理论知识的研究高速发展,并且在实际的实践中得到了质的检验,由单纯以讲授为主的平面广告推销方法发展到平面广告广告市场调研、平面广告的策划与应用、平面广告目的测定再到平面广告设计学与其它分门别类的学科的联系总和,之后,又出现了平面广告中的设计美学、广告管理学、广告文化学、广告传播学等等关于平面广告设计类的边缘学科,极大地丰富了平面广告在实践之中的学科体系的内涵所在,扩展了平面广告学研究的广度和深度,使广告与人们的生活结合得更加紧密,成为人文学科中的一朵奇葩。广告符号学作为一门新型的理论,从商业广告的实体层面入手,以符号学的魅力来揭示出商业广告用于消费者的奥秘所在。笔者从符号学的角度对现代平面广告进行深层次的解构。第一,系统的对于本论文问题的提出、研究的目的、选题的意义、文献综述、以及逻辑架构、论文的贡献与不足进行了一个准确的把握,并且在前期进行市场调查和理论论证；第二,着重的解析了平面广告符号学的历史沿革与艺术特征,从本人研究视角对其历史演变、文化价值以及设计方法论进行了探究；第三,从符号学的角度对现代商业广告符号学与品牌运作进行解析,并且从符号学研究的角度对于现代商业品牌的重要性,作出了实践性案例的分析；第四,平面广告的就是一个个视觉符号的累积,现代平面广告中的视觉符号探究,其中出现的人物符号、文案符号、色彩符号对于促进消费的影响至关重要；第五,从本土化和人性化入手分析广告符号学中国化的发展,并对未来中国广告符号学的发展做出预测。基于现代平面广告符号学的研究对于了解现代人的消费观念有重要性,目前社会面临着多元化、本土化之间的衔接的问题。本文从广告符号学的本土化出发,通过吸收和借鉴国外的发展经验,分析我国平面广告符号学的创新问题,不仅可以极大的丰富平面广告符号学艺术的研究,并且,在以后,对于平面广告的艺术创作者的创新过程都具有极其重要的实践意义。
[Abstract]:Advertising has become an independent subject since the beginning of the 20th century. In the West, advertising has not only developed rapidly in the research of theoretical knowledge, but also has been qualitatively tested in practical practice. From the flat advertising marketing method, which is based solely on teaching, to the research of print advertising market, the planning and application of print advertising, the determination of the purpose of print advertising, and the sum of the relationship between print advertising design and other classified disciplines, Then came the design aesthetics, advertising management, advertising culturology, advertising communication and so on. It has greatly enriched the connotation of the subject system of print advertising in practice, expanded the breadth and depth of the study of print advertising, and made advertising more closely integrated with people's lives. As a new theory, advertising semiotics reveals the mystery of commercial advertising for consumers by the charisma of semiotics. The author deconstructs the modern print advertisement from the perspective of semiotics. First, the paper systematically raises the question, the purpose of the research, the significance of the topic, the literature review, and the logical structure. The contribution and deficiency of the thesis are accurately grasped, and the market investigation and theoretical demonstration are carried out in the early stage. Secondly, the historical evolution and artistic characteristics of the plane advertising semiotics are analyzed, and the historical evolution of the plane advertising semiotics is analyzed from the perspective of my own research. The cultural value and design methodology are explored. Thirdly, from the perspective of semiotics, the thesis analyzes the semiotics and brand operation of modern commercial advertising, and the importance to modern commercial brands from the perspective of semiotics. The paper makes an analysis of practical cases. Fourth, the accumulation of visual symbols in print advertising, the exploration of visual symbols in modern print advertisements, the appearance of character symbols, copywriting symbols, Color symbol plays an important role in promoting consumption. Fifth, it analyzes the development of advertising semiotics in China from the perspective of localization and humanization. The research based on the modern plane advertising semiotics is important to understand the consumption concept of modern people. At present, the society is faced with the problem of the connection between diversification and localization. Starting from the localization of advertising semiotics, this paper analyzes the innovative problems of our country's plane advertising semiotics by absorbing and drawing on the development experience of foreign countries. It can not only enrich the study of the art of plane advertising semiotics, but also, in the future, It is of great practical significance for the creative process of artistic creators in print advertising.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524

【引证文献】