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本文通过对两则广告的对比分析,从符号学的角度来解读电视广告创意符号的运用技巧。如语言符号的运用既要明确广告诉求,又要从整体上把握好关联性,还要注意对品牌的塑造;代言人符号的使用可以使虚拟产品有形化;多个代言人符号的交互运用,可以降低单一代言人的品牌稀释风险;符号组合应简单明了,不应混淆视听等。同时广告创意由于其符号表现不同,传播效果也大不相同。
This article through the comparative analysis of two ads, from a semiotic perspective to interpret the creative techniques of television advertising symbols. For example, the use of language symbols should not only clarify the appeals of advertisements, but also grasp the relevance as a whole, and also pay attention to the shaping of the brand; the use of the spokespersons can make the virtual products tangible; and the interaction of multiple endorsees can be reduced A single spokesperson’s brand dilution risk; symbolic combination should be simple and clear, should not be confused audio-visual and so on. At the same time creative advertising due to its different symbols, the spread of the effect is also very different.