本文選題：符號(hào) + 文本��； 參考：《四川大學(xué)》2003年碩士論文

【摘要】： 本文描述了廣告符號(hào)學(xué)在中國(guó)的理論發(fā)展與實(shí)際應(yīng)用。在梳理了國(guó)內(nèi)廣告符號(hào)學(xué)研究脈絡(luò)的基礎(chǔ)上，界定了廣告符號(hào)學(xué)的概念，提出了廣告符號(hào)學(xué)理論研究新視角及實(shí)際運(yùn)用方法，以期完善中國(guó)的廣告符號(hào)學(xué)研究，充實(shí)廣告理論的學(xué)術(shù)研究陣地，也使這門學(xué)科為更多的人所了解，并能夠給予廣告實(shí)踐者以有益的啟示與指導(dǎo)。 廣告符號(hào)學(xué)是一門在西方發(fā)展較快的新型的廣告理論研究學(xué)科，它對(duì)廣告的文本、意義分析不僅可以揭示出廣告的內(nèi)涵，還可以應(yīng)用到廣告的實(shí)踐操作層面上，因此具有一定的研究?jī)r(jià)值。而目前國(guó)內(nèi)還沒有對(duì)廣告符號(hào)學(xué)理論研究進(jìn)行全面分析梳理的理論成果，因此，將廣告符號(hào)學(xué)分為導(dǎo)入期、發(fā)展期、繁榮期三個(gè)歷史時(shí)期，對(duì)每一時(shí)期進(jìn)行回顧總結(jié)、文獻(xiàn)梳理，并歸納其特點(diǎn)與不足是本文的理論貢獻(xiàn)之一；針對(duì)現(xiàn)有研究方法的不足，力圖尋求一個(gè)研究方法的新視角，提出將索緒爾符號(hào)學(xué)研究方法更弦易幟：從最基本的語言出發(fā)來分析廣告、品牌，從受眾符號(hào)心理角度解釋文本意義的多樣化解讀并進(jìn)行問卷的實(shí)證調(diào)查是本文的創(chuàng)新之二。為了使理論更好地聯(lián)系實(shí)際，針對(duì)限制性品牌與非限制性品牌，設(shè)汁了廣告符號(hào)學(xué)的實(shí)際操作方法并預(yù)測(cè)了廣告符號(hào)學(xué)的發(fā)展趨勢(shì)則是本文的創(chuàng)新之三。 全文共分為七章。第一章為緒論，簡(jiǎn)要論述了與研究起源、目的、研究對(duì)象、研究方法、研究過程及文章架構(gòu)，研究方法以演繹歸納調(diào)查統(tǒng)計(jì)為主，并以問卷作為數(shù)據(jù)支持。第二章為廣告符號(hào)學(xué)概述：界定了廣告符號(hào)學(xué)的概念，廣告符號(hào)學(xué)的基本研究方法及意義，介紹了國(guó)內(nèi)廣為采用的索緒爾符號(hào)學(xué)的四 對(duì)基本范疇。第三章分二個(gè)歷史時(shí)期回顧j’)’一告符號(hào)學(xué)在國(guó)內(nèi)的發(fā)展歷程及研 究現(xiàn)狀，總結(jié)排一時(shí)期的特點(diǎn)‘，不足。第四一章試圖開拓廣告符號(hào)學(xué)研究的新思 路，使用符號(hào)學(xué)理論新視角分析整個(gè)廠‘告系統(tǒng)。第五章著重討論了廣告符號(hào)學(xué) 理論在實(shí)際中的運(yùn)用，在進(jìn)入符號(hào)消費(fèi)}!寸代之后，廣告應(yīng)該怎樣應(yīng)對(duì)，提出)‘- 告符號(hào)學(xué)的應(yīng)用方法。第六章探討了，’一告符號(hào)學(xué)的發(fā)展趨勢(shì)，設(shè)計(jì)了發(fā)展模式 圖。第七章為結(jié)論，，川卜七個(gè)命題形式總結(jié)個(gè)義的觀點(diǎn)。
[Abstract]:This paper describes the theoretical development and practical application of advertising semiotics in China. On the basis of combing the research context of advertising semiotics in China, this paper defines the concept of advertising semiotics, and puts forward a new angle of view and practical application of advertising semiotics in order to perfect the study of advertising semiotics in China. To enrich the academic research field of advertising theory also makes the subject understood by more people and can give advertisement practitioners useful enlightenment and guidance. Advertising semiotics is a new research subject of advertising theory, which develops rapidly in the West. It can not only reveal the connotation of advertising, but also be applied to the practical and operational aspects of advertising. Therefore, it has certain research value. At present, there is no comprehensive theoretical research on advertising semiotics. Therefore, advertising semiotics is divided into three historical periods: introduction period, development period and prosperity period. It is one of the theoretical contributions of this paper to sort out the literature and summarize its characteristics and shortcomings, aiming at the deficiency of the existing research methods, trying to find a new perspective of the research methods. It is proposed that Saussure's semiotics research methods should be changed: analyzing advertisements, brands from the most basic language, interpreting the meaning of text from the perspective of audience's symbolic psychology, and conducting an empirical survey of questionnaire are the innovation of this paper. In order to integrate theory with practice better, aiming at restrictive brand and non-restrictive brand, this paper puts forward the practical operation method of advertising semiotics and predicts the development trend of advertising semiotics, which is the third innovation of this paper. The full text is divided into seven chapters. The first chapter is the introduction, which briefly discusses the origin, purpose, object, research method, research process and the structure of the article. The research method is mainly deductive and inductive survey statistics, and the questionnaire is used as the data support. The second chapter is an overview of advertising semiotics: it defines the concept of advertising semiotics, the basic research methods and significance of advertising semiotics, and introduces the four aspects of Saussure semiotics, which are widely used in China. To the basic category. Chapter three reviews the development of semiotics in China and its research in two historical periods To investigate the current situation, summed up the characteristics of the first period, inadequate. Chapter four attempts to explore new ideas on the study of advertising semiotics Road, use the new perspective of semiotic theory to analyze the whole plant'sue system. Chapter five focuses on advertising semiotics The application of theory in practice, in entering the symbol consumption}! After the "inch" generation, how should advertising be handled and put forward? The method of application of semiotics. The sixth chapter discusses the development trend of semiotics and designs the development model. Picture The seventh chapter is the conclusion, Chuan Bu seven propositions form summing up the viewpoint of meaning.
【學(xué)位授予單位】：四川大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2003
【分類號(hào)】：G206

【引證文獻(xiàn)】

相關(guān)期刊論文 前2條

1 陳驍;胡曉云;;符號(hào)學(xué)方法與廣告效果研究——尋找質(zhì)性研究與量化研究的結(jié)合點(diǎn)[J];廣告大觀(理論版);2005年05期

2 朱虹;;淺析電視廣告創(chuàng)意中時(shí)間符號(hào)的應(yīng)用[J];黑龍江科技信息;2009年29期

相關(guān)碩士學(xué)位論文 前10條

1 趙一欣;現(xiàn)代廣告符碼對(duì)消費(fèi)社會(huì)中人與物關(guān)系的解讀[D];西北大學(xué);2011年

2 沈宏;基于社會(huì)身份視角的森馬品牌傳播策略研究[D];華東理工大學(xué);2011年

3 高楊;城市形象片視覺傳播分析[D];湘潭大學(xué);2011年

4 謝昱e

本文編號(hào)：1812261