广告人物符号传播功能及运用趋势探讨

Human Image in Advertising: Its Communicative Function and the Trend of Its Application

要 :从传播功能看 ,人物符号是广告中最具形象性吸引力的传播符号 ;是最具情趣和人性化的传播语言。它还具有替代、解释、补充、强调等影响认知的独特性质 ,具有跨文化、国际性传播等方面的优势 ;它较之语言符号更具真实性和可信度 ,是广告中最具说服力的传播语言。在未来网络传播时代的广告中 ,人物符号将不断地与新的传播语言符号结合 ,在叠加状态中发展 ;在应用范围。

Human image, the oldest way of communication,is one of the most active communicative languages in modern advertising. It is a part of the system of communicative codes. Judging by its function, human image is the most attractive code in advertising and the most emotionalized and personalized language. It can influence cognition by way of substitution,explanation, supplement, and emphasis. It has its own advantage in cross-cultural and international communication. It is more realistic and reliable than other semiotic codes and thus is the most persuasive code in advertising. In future Internet advertising human image will integrate itself with other new codes and further develop in its application.