摘要
学术研究离不开有效的方法论。符号学作为一种研究广告的重要方法,需要根据广告类别和特性的不断变化进行更新和调整。就目前广告符号学研究状况而言,对符号学如何应用到网络广告文本案例研究中的讨论尚存不足。鉴于网络广告的特殊性以及广告符号学的发展趋势,网络广告符号学应在前人的研究上,增加包括分析广告叙事的变化和冲突、解构广告视觉呈现、分析其他可视化组件等步骤。
Academic research requires effective methodologies.As an important method of studying advertisements,semiotics needs to be updated and adjusted according to the continuous changes in the types and characteristics of advertisements.As far as the current research status of advertising semiotics is concerned,the discussion on how semiotics is applied to case studies of online advertising texts is still insufficient.In view of the particularity of online advertising and the development trend of advertising semiotics,online advertising semiotics should add steps to previous studies including analyzing changes and conflicts in advertising narratives,deconstructing the visual presentation of advertising,and analyzing other visual components.
作者
巩述林
GONG Shu-lin(School of Journalism and Communication,Zhejiang University of Media and Communications,Hangzhou 310018,Zhejiang)
出处
《阜阳师范大学学报（社会科学版）》
2020年第4期48-53,共6页
Journal of Fuyang Normal University：Social Science
关键词
符号学
网络广告
方法论
semiotics
online advertising
methodology
