苹果经典广告的符号学分析
发布时间：2019-05-07 12:40
【摘要】：广告对现代人而言是强大的造梦工具。广告商试图运用各式各样的符号,秘密地却很自然地为各种商品附加不同的含义,从而刺激潜在的消费者对商品的欲望,对消费者的思想和行动造成巨大的影响。索绪尔、巴尔特和其他符号学理论是对这些广告的批判性分析的基础。索绪尔认为符号是由一对相匹配的能指和所指构成。巴尔特的神话理论认为,意义可以分为三个层次：外延意义、内涵意义和神话。广告迫使观众将其外延和内涵意义自动地转换成商品的神话,从而巧妙地将额外的价值捆绑在商品身上。因此,观众在不知不觉中被广告这一精巧的作品所操纵了。苹果公司的经典广告“1984”和“不同凡响”充分体现了广告对消费者的说服和操纵作用,成为本文的研究对象。 本文试图从符号学的角度揭开苹果这两则广告的面纱,论证它们如何通过对能指和所指的编码对消费者进行操纵。由于影像符号、名人符号运用得当,“1984”—经播出,便对观众产生巨大影响,使苹果确立了知名品牌的地位,“不同凡响”的播出,更使苹果成了成功的符号。它象征着个性、自由、智慧、创新、现代生活方式…..购买它,你就会得到你想要的,就会实现理想的自我。本文对苹果广告,特别是这两则经典广告的符号学分析旨在提醒大众对广告保持批判的眼光,远离广告的操纵。
[Abstract]:Advertising is a powerful dream-making tool for modern people. Advertisers try to use a variety of symbols, secretly but naturally attach different meanings to a variety of goods, so as to stimulate the desire of potential consumers for goods, and have a great impact on consumers' thoughts and actions. Saussure, Balter and other semiotic theories are the basis for critical analysis of these advertisements. Saussure believes that symbols are made up of a pair of matched signifiers and signifiers. According to Barter's mythological theory, meaning can be divided into three levels: denotation, connotation and myth. Advertising forces the audience to automatically convert its denotation and connotation into the myth of the commodity, thus skillfully tying the extra value to the commodity. As a result, the audience was unwittingly manipulated by the ingenious work of advertising. Apple's classic ads, "1984" and "extraordinary", fully reflect the persuasion and manipulation of advertising to consumers, and become the research object of this paper. This paper attempts to reveal the veil of Apple ads from the perspective of semiotics and demonstrate how they manipulate consumers by coding the signifier and signifier. Because of the use of video symbols, celebrity symbols, "1984"-broadcast, will have a huge impact on the audience, so that Apple established the status of a well-known brand, "extraordinary" broadcast, but also made Apple a symbol of success. It symbolizes personality, freedom, wisdom, innovation, modern way of life. .. Buy it, you will get what you want, you will achieve the ideal self. In this paper, the semiotic analysis of Apple advertisements, especially these two classic advertisements, is intended to remind the public to keep critical view of advertising and stay away from the manipulation of advertising.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05
本文编号：2471083
[Abstract]:Advertising is a powerful dream-making tool for modern people. Advertisers try to use a variety of symbols, secretly but naturally attach different meanings to a variety of goods, so as to stimulate the desire of potential consumers for goods, and have a great impact on consumers' thoughts and actions. Saussure, Balter and other semiotic theories are the basis for critical analysis of these advertisements. Saussure believes that symbols are made up of a pair of matched signifiers and signifiers. According to Barter's mythological theory, meaning can be divided into three levels: denotation, connotation and myth. Advertising forces the audience to automatically convert its denotation and connotation into the myth of the commodity, thus skillfully tying the extra value to the commodity. As a result, the audience was unwittingly manipulated by the ingenious work of advertising. Apple's classic ads, "1984" and "extraordinary", fully reflect the persuasion and manipulation of advertising to consumers, and become the research object of this paper. This paper attempts to reveal the veil of Apple ads from the perspective of semiotics and demonstrate how they manipulate consumers by coding the signifier and signifier. Because of the use of video symbols, celebrity symbols, "1984"-broadcast, will have a huge impact on the audience, so that Apple established the status of a well-known brand, "extraordinary" broadcast, but also made Apple a symbol of success. It symbolizes personality, freedom, wisdom, innovation, modern way of life. .. Buy it, you will get what you want, you will achieve the ideal self. In this paper, the semiotic analysis of Apple advertisements, especially these two classic advertisements, is intended to remind the public to keep critical view of advertising and stay away from the manipulation of advertising.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H05
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