廣告符號系統(tǒng)結構解析及其在我國的應用研究.pdf

1、大連理工大學碩士學位論文廣告符號系統(tǒng)結構解析及其在我國的應用研究姓名：楊皛申請學位級別：碩士專業(yè)：傳播學指導教師：樓旭東20070623廣告符號在我國的應用研究AnalysisofAdvertisingSymbolSystemStructureanditsApplicationiIlChinaAbstractAccordingtotheCommunicationadvertisingisakindofsymbolsoperationIn

2、termsofmicropointsofviews，everyadvertisementtransmitstheinformationwithc碰ersoflansignandnonlansignInRamsofmagropointsofviews，bothadvertisingoriginalityandadvertisingstrategyproducemeaningbymeansofsymbolsSOastOpromotecult

3、uralchanllorpsychologicalvalueoftheproductsFromallaspectstheultimateaimoftheadvertisingistobringcertaineffects11忙aimofadvertisingsymbolssmdyingistoanalyzehowtheadvertisementsbringefficacybasedonthethoughtoftheinteriorvie

4、wofadvertisements，revealingtheprocesswhichadvertisementsendowthemeaningoftheproducts，then，toprovidesometheoreticalfoundationfortheadvertisingoriginalityandstrategyTllisthesisanalysestheadvertisingsymbolstheoreticallyandp

5、racticallyandillustratestheintrinsictransmittingmechanismIntheoretically，itexpoundstheconceptofsymbolsimplyinthefirstanddefinestheadvenisingsymbol，thenitpointsthattheadvertisementsymboliSanotionalsystem，thekeystoneisthec

6、reafionandtransferofmeaningAtthe倒vnetime，italsoexpoundstwosemeiologymethodologiesthatinvestigatetheadvertisementsymb01andthenanalyzingtheadvertisingsymbolicsystematicstructuren站analysisisdividedintothreeparts：advertising

7、textadvertisingideology，advertisingpostmodernAftertheanalysistheprocesswhichtheadvertisingSymbolsproduceeffecttheintrinsicmechanismthattheadve幣singproduceeffic∽yandtheoperatingrulesofadvertisingsymbolsareunderstoodT1le∞p

8、rovidethetheoreticalframeforthefollowingexampleanalysisInpractically，thispaperselectstheCbinesetypicalandtheuniversalusingadvertisingsymbols，frommaleandfemalesymbols，starsymbols，imageeonsumethreeaspects，detailedlyexplain

9、ingthecurrentappliedsituationoftheadvertisingsymbols，whichhelpspeopletOunderstandthedevelopingsituationandtheexistingproblemsofChineseadvertisementsThelastchapterpointsoutseveralproblemsintheapplicationofadvenisingsymbol

10、smchapterprovidesthecorrespondingschemesfortheproblemshopingtobriIlgsomeenlightensforformulationandapplicationofadvertisingsymbolsinChinaKeyWords：AdvertisingCommunication；AdvertisingSymbol；Text；Signification：Application—