符号学视野下的广告创意

Under semiotics field of vision advertisement creativity

广告符号学是以研究广告本体为目的,从分析广告文本入手,将整个广告文本作为一个符号系统,并运用符号学的方法来研究这一系统在传播中的意义及带给消费者情感体验的一门学科。本文立足于广告符号学理论基础上,对广告创意本体、过程及方法进行分析,从而揭示广告创意的符号学特征。

The advertisement semiotics takes the studies of advertisement main body as a goal, obtains from the analysis advertising copy, takes a symbolism the entire advertising copy, and studies this system using the semiotics method and takes to the consumer in dissemination significance the emotion experience a discipline. This article bases in the advertisement semiotics rationale, to the advertisement creativity main body, the process and the method carries on the analysis, thus revelation advertisement creativity semiotics characteristic.