广告“功能单位”的特点与意义

The Characteristics and Significance of Advertising Function Unit

广告中存在情境、原型、色彩、线条、姿体形态、主体动作、乐句、张力结构、意象、意势等等功能单位,这些功能单位都具有可生成性、组合性、可分解性、层次性、意义传递的焦点性与整合性等特点。它们在广告创意的捕捉对象特征,表现对象过程中,具有理性的催生作用;在受众情感方面,具有强烈的认同作用。

In advertising, there exists such function unit as: context, stereotype, line, pose, subjective movement, music composition, tension structure, motif, and behavioral tendency caused by motif. And these function units have structural characteristics, such as, productivity, combinability, decomposability, gradability and the nature of focusing and integrating of meaning conveying. They are of vital importance in the creation and expression of advertising.