广告符号化的反思

Reflections on the Symbolization of the Advertisement

20世纪初,广告开始和电视联手。为了弥补支付给电视的费用,获取丰富的利润,广告借助电视的画面优势,用一个个固定的符号模式来激起人们内心的欲望。女性符号、明星符号、权威符号便是常用的手段。这些符号的运用无疑有助于广告唤起欲望,然而也给广告的发展带来种种的不利。

At the beginning of 20th century, the advertisement appeared on the TV. In order to recuperate whatmoney it pays and gain more profits, the advertisement uses symbols to stimulate people's desire through the TV screen.The following are some common symbols: woman symbol, famous star symbol and authority symbol. There exist both ad-vantages and disadvantages in the using of these symbols.