从符号学角度探讨广告的创意所在

Exploring the Creativity of Advertising from the Perspective of Semiotics

在物欲纵流的商品社会广告成了必不可缺的手段,广告创造了一个又一个神话。对广告的探讨主要从符号学的角度解读,从语言内部系统分析广告发挥效力的机制,主要运用索绪尔、皮尔斯以及罗兰巴尔特的符号学原理。以期广告以符号学为理论指导,可以推陈出新,挖掘广告的创意。

In commodities society advertising is becoming an indispensible method to convey information,it creates one and another myth.This thesis analyzes advertisement from the perspective of semiotics,discuss the internal system of language so as to comprehend the effective mechanism of advertising,mainly according to Saussure,Pierce and Roland Barthes's semiotics theory.The purpose of the thesis is to dig up the creativity of advertising,use the old elements and create new ideas.