本文選題：符號(hào) + 消費(fèi)　； 參考：《安徽工程大學(xué)》2011年碩士論文

【摘要】：廣告學(xué)自20世紀(jì)初成為一門獨(dú)立的學(xué)科以來(lái),在西方,廣告不僅在西方,廣告不僅在理論知識(shí)的研究高速發(fā)展,并且在實(shí)際的實(shí)踐中得到了質(zhì)的檢驗(yàn),由單純以講授為主的平面廣告推銷方法發(fā)展到平面廣告廣告市場(chǎng)調(diào)研、平面廣告的策劃與應(yīng)用、平面廣告目的測(cè)定再到平面廣告設(shè)計(jì)學(xué)與其它分門別類的學(xué)科的聯(lián)系總和,之后,又出現(xiàn)了平面廣告中的設(shè)計(jì)美學(xué)、廣告管理學(xué)、廣告文化學(xué)、廣告?zhèn)鞑W(xué)等等關(guān)于平面廣告設(shè)計(jì)類的邊緣學(xué)科,極大地豐富了平面廣告在實(shí)踐之中的學(xué)科體系的內(nèi)涵所在,擴(kuò)展了平面廣告學(xué)研究的廣度和深度,使廣告與人們的生活結(jié)合得更加緊密,成為人文學(xué)科中的一朵奇葩。 廣告符號(hào)學(xué)作為一門新型的理論,從商業(yè)廣告的實(shí)體層面入手,以符號(hào)學(xué)的魅力來(lái)揭示出商業(yè)廣告用于消費(fèi)者的奧秘所在。筆者從符號(hào)學(xué)的角度對(duì)現(xiàn)代平面廣告進(jìn)行深層次的解構(gòu)。 第一,系統(tǒng)的對(duì)于本論文問(wèn)題的提出、研究的目的、選題的意義、文獻(xiàn)綜述、以及邏輯架構(gòu)、論文的貢獻(xiàn)與不足進(jìn)行了一個(gè)準(zhǔn)確的把握,并且在前期進(jìn)行市場(chǎng)調(diào)查和理論論證； 第二,著重的解析了平面廣告符號(hào)學(xué)的歷史沿革與藝術(shù)特征,從本人研究視角對(duì)其歷史演變、文化價(jià)值以及設(shè)計(jì)方法論進(jìn)行了探究； 第三,從符號(hào)學(xué)的角度對(duì)現(xiàn)代商業(yè)廣告符號(hào)學(xué)與品牌運(yùn)作進(jìn)行解析,并且從符號(hào)學(xué)研究的角度對(duì)于現(xiàn)代商業(yè)品牌的重要性,作出了實(shí)踐性案例的分析； 第四,平面廣告的就是一個(gè)個(gè)視覺(jué)符號(hào)的累積,現(xiàn)代平面廣告中的視覺(jué)符號(hào)探究,其中出現(xiàn)的人物符號(hào)、文案符號(hào)、色彩符號(hào)對(duì)于促進(jìn)消費(fèi)的影響至關(guān)重要； 第五,從本土化和人性化入手分析廣告符號(hào)學(xué)中國(guó)化的發(fā)展,并對(duì)未來(lái)中國(guó)廣告符號(hào)學(xué)的發(fā)展做出預(yù)測(cè)。 基于現(xiàn)代平面廣告符號(hào)學(xué)的研究對(duì)于了解現(xiàn)代人的消費(fèi)觀念有重要性,目前社會(huì)面臨著多元化、本土化之間的銜接的問(wèn)題。本文從廣告符號(hào)學(xué)的本土化出發(fā),通過(guò)吸收和借鑒國(guó)外的發(fā)展經(jīng)驗(yàn),分析我國(guó)平面廣告符號(hào)學(xué)的創(chuàng)新問(wèn)題,不僅可以極大的豐富平面廣告符號(hào)學(xué)藝術(shù)的研究,并且,在以后,對(duì)于平面廣告的藝術(shù)創(chuàng)作者的創(chuàng)新過(guò)程都具有極其重要的實(shí)踐意義。
[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.
【學(xué)位授予單位】：安徽工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 朱筠麗;中國(guó)傳統(tǒng)文化元素在房地產(chǎn)平面廣告中的應(yīng)用研究[D];暨南大學(xué);2012年

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本文編號(hào)：2001914