北美作业代写：The semiotics of advertisement creativity

下面为大家整理一篇优秀的essay代写范文- The semiotics of advertisement creativity，供大家参考学习，这篇论文讨论了广告创意的符号学。广告创意符号是传达广告信息的载体，它既可以表达明确而固定的概念，也可以呈现无法言说的情感。从能指到所指，它实现了由直观形象表现抽象理念的无限可能。广告创意者应了解广告创意符号的表现手法，在掌握基本规律的基础上，努力发掘符号的潜能，将新的经验和见识编织到符号创意中去，从而创造出个性化的、符合时代精神的新广告创意符号。

The use of symbols has a long history. As early as the primitive society, people began to use symbols to communicate information and express their wishes consciously or unconsciously. With the advancement of human civilization, symbols are constantly being explored and applied, and they are constantly enriched. Japanese scholars on the jia he pointed out that when things as a substitute for another things on behalf of the other things, it is called "function", to assume the function of things is called "symbol". The word "semiotics" comes from the ancient Greek word for semiotikos, American pragmatism philosopher Pierce the first use of the term, his semiotics universal attention by academic circles since the 1930 s, set off a wave of semiotics hot. Semiotics of another everyone - Swiss philosopher saussure is the author of the book course in general linguistics, pointed out that in the book: semiotics is "will show symbol what constitutes, symbol swayed by what law... Linguistics is just a part of the general discipline of symbols. For the first time, saussure put forward the study of symbols as a new subject and founded semiotics. Semiotics gradually formed the two major schools, that is, give priority to in order to study the logical genres and give priority to in order to study the language of the genre, and involves a lot of humanities social sciences, is very broad and deep, as an interdisciplinary comprehensive science.

There are many kinds of symbols, language is the most common symbol, and there are a lot of social and cultural symbols, such as gesture, symbolic ceremony and so on. Semiotics are symbols of language and non-language classes of social and cultural symbols are studied, including the United States symbolism aesthetes? Susan lundgren argument is impressive. She believes in the person's inner life, has some real, extremely complex feelings of life, they are intertwined, and flow, and sometimes NingZhi, from time to time, and sometimes disappear, this is known as the inner life forms. For this inner life, the language cannot be faithfully reproduced and expressed, only by art can it be presented. Langge refers to language as an inference symbol, because it has a definite and fixed expression, and can be competent to express the exact thing. It is precisely this kind of logical structure that makes it impossible to fully express emotion or inner life. It is impossible to present the interlaced contradiction between you and me. ? Susan lundgren theory for our understanding of the nature of the advertising creative symbol provides the reference, it is as the advertising creative, both to convey the specific information, and to give a person enjoy and spiritual shock, so both push the rational elements of language symbols, and expressive emotions sign elements, such as advertising title, text, is through language symbols convey the concept of clear, and graphics, images, give a person with strong sensory stimulation, in order to draw attention to themselves and engraved in mind, they are not only to present the inner life, and often embodied in a centralized, strengthened the life forms, is the most prominent crest in the river of life. To be creative, we must pay attention to the different characteristics of these two symbols, to achieve both the strengths of each exhibition and to complement and perfect each other.

The symbol is the constitution of "signifier" and "signified", saussure said. "Signifier" refers to the function of the symbol itself to indicate something else, and refers to what the symbol indicates. The key to determining whether something is a symbol is whether it is a "signifier", a function that points to something else, namely the ability to "refer". In advertising, a creative figure does not always represent itself. It is just a symbol, and its value lies mainly in "reference", namely, a product or brand. As an advertisement creative symbol, it must be able to smoothly transition to the point, so that the audience can understand the hidden meaning behind the advertisement image, so it can't be too difficult to understand. This transition should also produce aesthetic pleasure at the same time, can't be too boring or too fast, such as aucma fan advertisement "Chinese wind" series, a photo of the fan with graphics and a variety of Chinese elements, picture delicate and elegant, gorgeous, clear is that the theme of "Chinese wind", and send out the aesthetic feeling deeply touched by advertisement audience immersed in Chinese traditional artistic conception. If you want to further play to the charm of advertising creative symbol, not only should handle "signifier", handle it lively and beautiful, unique eye-catching, but also pay attention to the depth and breadth "referred to", to make the person can refer to see rich to be visible from the simple, such as Louis vuitton bags advertising, advertising in former Soviet President mikhail gorbachev. The old politician sat in the back of the car, surrounded by Louis vuitton bags, looking hard at the Berlin wall outside the window, and the car slowly drove away, saying, "travel makes us face ourselves." The advertisement borrowed gorbachev's life to make people think: travel has a variety of purposes, life is an unpredictable journey. Everyone see this advertisement, will produce different by own experience of lenovo and comprehension, by advertising symbols refer to part of the big and thick, Louis vuitton to promote and deepen the connotation of the brand. About the structure of the signifier and the signified, advertising creative symbols can borrow Chinese aesthetics, however, understanding of artistic conception, can refer to emotion, means that the imagery is, and is referred by as the entry, multi-level and multi-dimensional association is triggered by the image, obtain the deep aesthetic experience, and these lenovo, experience and brand image, values are closely linked. There are also some semiotics who use the "reduction method" to study the relationship between the two. They first restore the symbols to the elements signifying and signifying, and find "what does a particular symbol mean?" ", and then restore the signified relationship to meaning, "how does it make sense?" Finally, restore the social and cultural coding rules behind the relationship, which means "why does it mean that?" The thinking of the "reduction" of analysis of advertising audience needs help, we can put the "visible and obvious material needs" as a signifier, at the same time the invisible, hidden psychological motivation "as referred to in, find the relationship the meaning behind the stripping out of" cultural "or" economic means ", again with targeted innovation accordingly.

There are different ways of association between signifiers and signifiers, which provides a variety of possibilities for the performance of advertising creative symbols. In general, there are three representational methods, namely, the representation of reproducible symbols, indicative symbols and symbolic representations.

Reproducing symbols are symbols made up of mock objects, such as photographs of houses for sale in real estate ads. The signifier of this kind is similar to the signified in the form or meaning, and it is often able to cross cultural barriers and achieve clear and understandable effect when conveying information. The object of advertisement creative symbol simulation usually includes product picture, brand name, symbol, mascot and so on. In order to avoid too direct plain, some advertisements for processing deformation simulation objects, or combined with other image, such as absolute vodka advertising always ACTS as the leading role, at the center of the bottle in but each are not identical advertisement, kaleidoscope, with advertising that starts with a "absolute" title, or in the bottle for close-up, add on other image, or amend the items distorted or into bottle shape, with its "is always the same, but the different" always the reproducibility of symbolic expression method, outstanding and lasting effect, makes absolut vodka imports from the United States market leading brands.

The signifiers and signifiers of signifiers are not the things that are similar in life, or even very far away, but they are related in some way. It is because they can be defined by what they mean when they look like they are not. Such as jiangling automobile an advertisement, to highlight the car the characteristics of the "three line", using computer technology to synthesis a only five hump of a camel, and the other an advertisement to emphasize the car long boxcar, will be a body long donkey as a main graphic symbol. In the advertisement, artist seize cars and some similarity of the camels, donkeys in shape, bold use of indicative signs advertising theme, surprisingly, was in stitches.

Symbolic is no necessary link between the signifier and the signified, but by artist of signifier of prominent characteristics describe things, make the audience send association, so as to realize the purpose of advertising. In addition, according to the traditional habits and certain social customs, can select the familiar symbols as means, also can express a certain meaning, such as the magpies symbol of auspicious symbol of peace, the crow symbol of bad luck, pigeons, yuanyang symbolize love, etc. French cannes film festival in advertising to the red carpet and the blue of the sky as symbols, allows the audience to think of a star-studded, star bright, and full of expectation for the opening of the film festival.

Advertising creative symbol is the carrier that conveys advertisement information, it can express clear and fixed concept, also can present unspeakable emotion. From the point of reference, it realizes the infinite possibility of the abstract idea represented by the intuitive image. Advertising artist should know the advertising creative symbolic expression means, and on the basis of the basic rules, efforts to excavate the potential of symbols to weave a new experience and insights to the symbol originality, thus creating a personalized new advertising creative symbol, conform to the spirit of the time.

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