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台湾PayEasy(康迅数字整合股份有限公司)近年来推出了一系列风格独特而又感情细腻的视频广告,在大陆以网络为主的传播平台上一度热传,总点击率超过了700万。本文试图通过对系列广告中一则广告的文案进行结构主义分析,从二元对立理论和迷思的结构论两个视角进行阐释,来对此系列广告的大范围传播原因以及对该公司的品牌形象和企业文化塑造的巨大贡献进行理论剖析。
In recent years, PayEasy (Hongxun Digital Integration Co., Ltd.) has launched a series of video ads with unique styles and delicate feelings. It was hitherto popular on the web-based communication platform in mainland China with a total click-through rate of more than 7 million. This article tries to interpret the advertisement of a series of advertisements from the perspectives of structuralism and from the perspectives of binary opposition theory and mythological structure theory to analyze the reasons for the widespread spread of this series of advertisements, Image and corporate culture to create a huge contribution to theoretical analysis.