| 摘要: |
| 从语义学视角,以广告创意理论为基础， 提出了广告符号的 5种意义类型， 并对 5种意义类型展开了分析： 对商品的特色和益处进行分析， 讨论广告符号的理性意义； 分析人们 “真实世界” 经验——感官经验、 行为经验、 观念经验， 探讨广告符号的内涵意义； 分析个体与品牌的社会文化的相互影响， 以及消费者对社会地位的需求， 讨论广告符号的社会意义； 分析消费者对商品的态度， 在消费过程中所表现出来的情感、 心情和情绪， 讨论广告符号的情感意义； 分析最新的品牌沟通方式——赞助、 伏击、 善因和植入式广告， 探讨广告符号的搭配意义。 |
| 关键词: 广告符号 符号意义 广告创意 |
| DOI： |
| 分类号:J524.3 |
| 基金项目: |
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| Analysis of Significance Advertising Symbol from the Perspective of Semantics |
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XIA Hai-bin, DING Yi
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East China Jiaotong University，Nanchang 330013，China
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| Abstract: |
| Based on the researches on the theory of advertising, it put forward 5 types of significance of advertising symbol from the perspective of semantics: analyze the characteristics and advantages of commodities, discuss the rational significance of advertising symbol; analyze the "real world" experience——sense experience, behavior experience and concept experience, discuss the connotation meaning of advertising symbol; analyze the mutual influences of social culture between individual, discuss the social significance of advertising symbol; analyze consumers’attitude to commodities; discuss the emotional meaning of advertising symbol; analyzed the latest brand communication—— sponsor, ambush, good cause and implantable advertising, discuss the collocation meaning of advertising symbol. |
| Key words: advertising symbol significance of symbol advertising creativity |
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