工商人类学视野下的广告象征符号探析

The Advertising Synthetic Symbol in Business Anthropological Perspective

以工商人类学为导向,将市场和消费行为作为研究领域,着重选取广告象征符号进行深入分析。对广告象征符号的学术研究方向,一方面着眼于研究其功能结构与表达特点,另一方面则研究广告象征符号在商业案例的运用状况。广告象征符号研究过程分为:广告象征符号的提出语境、广告象征符号的功能结构和表达特点,以及广告象征符号的工商民族志。对工商民族志的分析表明,广告象征符号理论架构可在工商人类学理论范畴内加以运用和发展,并对商业广告行为产生指导作用。

The author takes an in-depth study of advertising synthetic symbol as the object of this study which is based on the Market and consumer behavior, one of the three major areas of business research. The academic research direction of advertising symbol is derived from two aspects. On the one hand, it focuses on the study of its functional structure and expressive characteristics and the use of advertising synthetic symbol in the business case on the other. It consists of three parts: The semantic environment of Advertising synthetic symbol as background, the functional structure and expressive characteristics of Advertising symbol and the cultural interpretations of Advertising symbol. Introduction is first conducted of research category and its important concept of Advertising symbol. Major research methods are then connected with two different approaches of the Anthropology and the Marketing. The analysis of business case from cultural interpretations demonstrates that theoretical framework of advertising symbol is not only available and useful to develop,furthermore,it also can direct the behavior of commercial advertising.