广告创意的符号表达
发布时间：2019-05-15 04:59
【摘要】： 广告创意可以称的上是当今广告界最流行的词藻之一,更有甚者,将是否具备创意性作为衡量好广告的最基本标准。对广告创意的研究,不论是在学术界,还是在广告设计实务中,都是一个备受关注的课题。特别是对于当今国内平庸广告、恶俗广告的泛滥这一现状来说,广告创意的呼声显得尤为响亮。 从学术上看,广告学作为一门独立的学科在国内开展研究相对比较滞后,对于广告创意的引介和研究也还只是从二十世纪90年代开始的。然而,通过近二十年的发展和研究,广告创意研究成果层出不穷,广告创意课程也在各个高校普遍开展。但是,从广告设计实务来看,平庸广告、恶俗创意,以及一些所谓的“个性创意”正充斥着我们的视听。“如何做创意,如何做好创意?”这一问题又一次被推上了广告学术的风头浪尖。作为广告后生的我们如何开展这一课题的研究?如何能够突破前人的研究成果? 笔者通过“问题的提出”、“突破口的寻找”、“问题的深入探讨”和“再思考”这么四个部分来展开本课题的研究。并且在写作过程中经历了一次对“创意问题”反思、深思和再思考的过程。其目的是尝试着运用符号学作为突破口,对“广告创意”进行重新审视和更进一步的研究。 其主要创新处在于:一、旧主题,新的出发点:从广告内部的符号层面对广告创意进行探讨;二、旧理论,新的挖掘:运用符号学横组合/纵聚合理论对广告创意理论进行挖掘。并且提出了商品/服务、符号、公众与广告创意的关系模型,力求对广告创意实践具有一定的启发性。
[Abstract]:Advertising creativity can be said to be one of the most popular words in the advertising industry, what's more, whether it is creative or not is the most basic standard to measure good advertising. The research on advertising creativity, both in academic circles and in advertising design practice, is a subject of great concern. Especially for the current situation of mediocre advertising and the proliferation of vulgar advertising, the voice of advertising creativity is particularly loud. Academically, advertising, as an independent subject, lags behind in China, and the introduction and research of advertising creativity only began in the 1990s. However, through nearly 20 years of development and research, advertising creative research results emerge in endlessly, advertising creative courses are also widely carried out in colleges and universities. However, from the point of view of advertising design practice, mediocre advertising, vulgar ideas, and some of the so-called "personality creativity" are full of our audio-visual. "how to be creative and how to be creative?" Once again, the problem has been pushed to the forefront of the advertising academic limelight. As the afterlife of advertising, how do we carry out the research on this subject? How can we break through the previous research results? The author carries out the research of this subject through four parts: "the proposal of the problem", "the search for a breakthrough", "the in-depth discussion of the problem" and "rethinking". In the process of writing, I experienced a process of reflection, reflection and rethinking on creative problems. Its purpose is to try to use semiotics as a breakthrough to re-examine and further study Advertising creativity. Its main innovation lies in: first, the old theme, the new starting point: from the advertising internal symbol level to carry on the discussion to the advertisement creativity; Second, the old theory, the new mining: using the symbolic horizontal combination / longitudinal aggregation theory to mine the advertising creative theory. The relationship model between goods / services, symbols, the public and advertising creativity is put forward, which tries to be instructive to the practice of advertising creativity.
【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
本文编号：2477327
[Abstract]:Advertising creativity can be said to be one of the most popular words in the advertising industry, what's more, whether it is creative or not is the most basic standard to measure good advertising. The research on advertising creativity, both in academic circles and in advertising design practice, is a subject of great concern. Especially for the current situation of mediocre advertising and the proliferation of vulgar advertising, the voice of advertising creativity is particularly loud. Academically, advertising, as an independent subject, lags behind in China, and the introduction and research of advertising creativity only began in the 1990s. However, through nearly 20 years of development and research, advertising creative research results emerge in endlessly, advertising creative courses are also widely carried out in colleges and universities. However, from the point of view of advertising design practice, mediocre advertising, vulgar ideas, and some of the so-called "personality creativity" are full of our audio-visual. "how to be creative and how to be creative?" Once again, the problem has been pushed to the forefront of the advertising academic limelight. As the afterlife of advertising, how do we carry out the research on this subject? How can we break through the previous research results? The author carries out the research of this subject through four parts: "the proposal of the problem", "the search for a breakthrough", "the in-depth discussion of the problem" and "rethinking". In the process of writing, I experienced a process of reflection, reflection and rethinking on creative problems. Its purpose is to try to use semiotics as a breakthrough to re-examine and further study Advertising creativity. Its main innovation lies in: first, the old theme, the new starting point: from the advertising internal symbol level to carry on the discussion to the advertisement creativity; Second, the old theory, the new mining: using the symbolic horizontal combination / longitudinal aggregation theory to mine the advertising creative theory. The relationship model between goods / services, symbols, the public and advertising creativity is put forward, which tries to be instructive to the practice of advertising creativity.
【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
【引证文献】
相关硕士学位论文 前1条
1 郭珊;美国商业性设计的广告符号学解读[D];湖南师范大学;2012年
，本文编号：2477327
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