广告信息符号建构的双重传译

发布时间：2018-06-23 08:16

本文选题：广告传播 + 符号建构　；参考：《湖北工业大学》2009年硕士论文

【摘要】： 如今的广告已从单纯告知商品信息转变到赋予商品符号价值的文化传播。广告信息的提炼实质上是一种符号操作,每一则广告都是以语言和非语言符号为载体,传递商品和服务的信息。研究广告信息符号建构的目的就是以传播渠道和传播效果为切入点分析广告是如何发生效力的,从而揭示出广告赋予信息意义的传播过程,为广告策划和创意提供一定的理论依据和实践指导。本文主要依据符号学的原理对广告符号建构的双重传译做出诠释,意在使广告符号能顺畅地获得广泛的消费认同,扫清认知障碍,以便达到最好的广告传播效果。本文分别从传播学、图像学的角度探索了广告信息建构的理论依据,分析了符号的语言和言语、能指和所指、系统与组合、内涵与外延之间的相互关系,并从叙述联想和可视语言的不同角度,探索了文本图像的语境演绎和图像文本的符号解读。在此基础上进一步将广告符号与消费行为结合起来,从认知途径多元化、认知方式可视化、认知心理身份化和认知参与互动化等方面解析了读图时代消费受众的认知特征,从经典图像的华丽转身、大众读图的审美泛化以及网络语言的更弦易帜等方面剖析了读图时代流行符号的认知更迭,指出人们在进行消费时,既消费着物品本身,又消费着物品所指代的符号意义。本文发现了在文化语境下广告符号消费是存在着双重传译的,除了要考虑传者和受者的因素,还应该发现,在传译的过程中,广告符号的理解存在着相同或者相悖,广告设计的符号建构应主要解决在异质文化语境中如何进行符号共享,在同质文化语境中如何进行符号沟通,从而达到最好的传播效果的有效途径。本项目研究在以下方面作了一些创新尝试:第一,提出了广告符号在传播过程中,存在着双重传译的误读现象。主要是对广告建构的符号理解上存在着共享和相悖。第二,从广告语境的角度出发,把广告信息的建构看作是一种镜像。包括把广告文本语言作为一种图像来解读,把广告图像作为一种文本语言来解读,二者相辅相成,互相贯穿。第三,着重探索了异质文化符号共享中文本符号的时空转移和图像符号共享的趋同融合,探索了同质文化符号差异中的异化分离和个性差异,为读图时代广告信息符号建构的双重传译提供了新的思路。
[Abstract]:Nowadays, advertising has changed from simply informing commodity information to cultural communication that gives value to commodity symbols. The extraction of advertising information is essentially a symbolic operation, and each advertisement conveys the information of goods and services with both linguistic and non-verbal symbols as the carrier. The purpose of the study on the construction of advertising information symbol is to analyze how the advertisement becomes effective from the point of view of the communication channel and the communication effect, thus revealing the communication process in which the advertisement gives meaning to the information. For advertising planning and creativity to provide a certain theoretical basis and practical guidance. According to the principle of semiotics, this paper interprets the double interpretation of the construction of advertising symbols in order to make the advertising symbols get extensive consumer approval smoothly and clear up the cognitive barriers so as to achieve the best effect of advertising communication. This paper explores the theoretical basis of advertising information construction from the perspectives of communication and graphics, and analyzes the relationship between the language and speech of symbols, signifier and signifier, system and combination, connotation and extension. From different angles of narrative association and visual language, this paper explores the contextual deduction of text images and the symbolic interpretation of image texts. On this basis, we further combine advertising symbols with consumer behavior, and analyze the cognitive characteristics of consumer audiences in the era of reading pictures from the aspects of cognitive diversification, cognitive visualization, cognitive psychological identity and cognitive participation interaction. This paper analyzes the cognitive changes of popular symbols in the era of reading pictures from the aspects of the gorgeous turn of classical images, the aesthetic generalization of popular reading pictures and the more chord of network language, and points out that when people consume, they consume the goods themselves. And consuming the symbolic meaning of the goods. This paper finds that in the context of culture, there is double interpretation in advertising symbol consumption. In addition to considering the factors of transmitters and recipients, it should also be found that in the process of interpretation, the understanding of advertising symbols is the same or contradictory. The symbol construction of advertising design should mainly solve the problem of how to share symbols in heterogeneous cultural context and how to communicate symbols in homogeneous cultural context so as to achieve the best communication effect. This project has made some innovative attempts in the following aspects: first, it points out that there is a phenomenon of double interpretation misreading in the process of advertising symbol transmission. Mainly, there is sharing and contradiction in the understanding of the sign of advertisement construction. Second, from the perspective of advertising context, the construction of advertising information is regarded as a mirror image. Including the advertising text language as an image to interpret, advertising image as a text language to interpret, the two complement each other, and run through each other. Thirdly, the paper probes into the spatial and temporal transfer of the Chinese text symbol and the convergence of the image symbol sharing, and explores the alienation separation and the personality difference in the difference of the homogeneous cultural symbol. It provides a new idea for the construction of double interpretation of advertising information symbols in the time of reading pictures.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【相似文献】