摘要
广告现象极其复杂,一个简单的广告可能涉及到一连串的广告要点,可以从不同的角度去分析.面对如此之多的问题,广告人必须自问:我们到底用什么去描述广告?广告到底是什么?是符号!正是符号可特指的信息传达了鲜明的概念,并以多种符号的组合方式表达了一个集合性的意义,并且它常以记忆要点的方式和直指目标群体的性质迅速地避开了众多信息的干扰,高效率地到达目标,进而产生了经久不忘的长期储存认知.
Phenomenon of advertisement is so complicated that a little advertisement probably involves a serial of principal points, which can be used to analyze from different aspects. Facing such many problems, advertisers have to ask themselves: what on earth can be used to describe an advertisement? What on earth is an advertisement? It is just signs. The information which is carried by signs conveys definite concepts and can constitutes assembly of meaning by combination of multiple signs. With the emphasis on impression of principal points and indication of target group directly, signs allow people to skip over the interference from multifarious information, get to the goal in highly effective ways and produce a permanent stored recognization which cannot be forgotten in a long time.
出处
《陕西科技大学学报(自然科学版)》
2008年第5期150-153,共4页
Journal of Shaanxi University of Science & Technology
关键词
广告符号
广告符号的能指和所指
品牌
advertisement signs
implication of advertisement signs
brand