【摘要】：廣告對現(xiàn)代人而言是強大的造夢工具。廣告商試圖運用各式各樣的符號,秘密地卻很自然地為各種商品附加不同的含義,從而刺激潛在的消費者對商品的欲望,對消費者的思想和行動造成巨大的影響。索緒爾、巴爾特和其他符號學理論是對這些廣告的批判性分析的基礎。索緒爾認為符號是由一對相匹配的能指和所指構成。巴爾特的神話理論認為,意義可以分為三個層次：外延意義、內涵意義和神話。廣告迫使觀眾將其外延和內涵意義自動地轉換成商品的神話,從而巧妙地將額外的價值捆綁在商品身上。因此,觀眾在不知不覺中被廣告這一精巧的作品所操縱了。蘋果公司的經(jīng)典廣告“1984”和“不同凡響”充分體現(xiàn)了廣告對消費者的說服和操縱作用,成為本文的研究對象。 本文試圖從符號學的角度揭開蘋果這兩則廣告的面紗,論證它們如何通過對能指和所指的編碼對消費者進行操縱。由于影像符號、名人符號運用得當,“1984”—經(jīng)播出,便對觀眾產生巨大影響,使蘋果確立了知名品牌的地位,“不同凡響”的播出,更使蘋果成了成功的符號。它象征著個性、自由、智慧、創(chuàng)新、現(xiàn)代生活方式…..購買它,你就會得到你想要的,就會實現(xiàn)理想的自我。本文對蘋果廣告,特別是這兩則經(jīng)典廣告的符號學分析旨在提醒大眾對廣告保持批判的眼光,遠離廣告的操縱。
[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.
【學位授予單位】：福建師范大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H05

【參考文獻】

相關期刊論文 前8條

1 李們;黃亮;;“名人符號”與廣告創(chuàng)意[J];包裝工程;2007年02期

2 張文鋒;;解析名人廣告的意義構建[J];東南傳播;2009年06期

3 陳明達;;廣告的符號學力量[J];外國語言文學;2009年03期

4 楊旭明;;名人符號在廣告中的合理使用[J];衡陽師范學院學報;2007年02期

5 李剛存;;影像消費:被建構的儀式[J];紅河學院學報;2008年04期

6 苗艷;;消費社會“名人符號”分析[J];上海師范大學學報(哲學社會科學版);2011年02期

7 曉冰;;“蘋果”的企業(yè)文化[J];中國質量技術監(jiān)督;2009年03期

8 張雅峗;;喬布斯:蘋果復活神話的締造者[J];現(xiàn)代企業(yè)文化(上旬);2011年01期

，

本文編號：2471083