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美国作业代写:Advertising symbols in consumer society

2017-09-27 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- Advertising symbols in consumer society,供大家参考学习,这篇论文讨论了消费社会中的广告符号。广告符号是符号的一种,是一个利用各种变现元素传递意义的系统。广告符号既有直接的、明确的意义,也有潜在的、隐性的意义。这些意义都能够在人们观看广告的过程中发挥作用,其作用于对受众的心理暗示。广告创意,其目的就是让商品超越实用价值的简单含义,赋予日趋同质化的产品更多的意义,使之与人类的精神发生更显著的联系。

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Advertising, as one of the most important cultural phenomena in the new century, always records and displays the changes of the times in its own unique way and interacts with the social reality. The main meaning of advertisement originality is to let the commodity surpass the simple meaning of the practical value, give more and more meaning to the product of homogenization, make it more remarkable relation with the human spirit. This article uses the case analysis method, through to the concrete case analysis interpretation, elaborated the advertisement symbol in the consumer culture the application way and the value embodiment.

Semiotics refers to the identification of a representative meaning or nature, derived from the provisions or conventions, its form simple, a wide variety, widely used, has a strong charm, symbols constitute the text, a variety of text constitute the symbolic world. Saussure holds that symbols are composed of signifier and signifier. The signifier is the phonetic image of the symbol, and refers to the meaning concept part of the symbol.

The advertisement symbol is one kind of symbol, the advertisement symbol is uses each kind of transformation element to transmit the meaning system. Advertising symbols have direct and clear meaning, such as the characteristics of goods and functions of the link, there are potential, implicit significance, such as the derivative of the meaning of goods, temperament, philosophy, and so on. These meanings are able to play a role in the process of people's viewing of the advertisements, and their effects on the psychological cues of the audience.

The functional value and added value of the advertiser's goods and services is the product and service as the signifier and reference of the symbol, and the content and meaning of the product and service as a text needs the consumer to decode and interpret. So how to let the target consumers "read" What they really want to be able to refer to and refer to the ―― "the functional value and added value of the advertiser's goods and services" is a major goal of advertising research.

Functional value is the product must have, it is the basis of product symbolization, is the basic guarantee of advertising. By emphasizing the ability of products or services to meet the needs of the target consumers from a functional value point of view, it is a method of advertising creation and product promotion.

At the beginning of the advent of Coca-Cola, need more people to taste to learn about Coca-Cola, "Please drink Coca-Cola" to become the first Coca-Cola listed the most direct activity of the theme, after more than 10 years, although there will be some new advertising language, but still from the Coca-Cola product itself to promote the functional aspects: fresh, delicious, Keep and restore your strength. This stage of the advertising appeal point lies in the characteristics of the product itself. From the semiotic point of view, more prominent its signifier, and the physical properties of the product. The advertisement conveys more pragmatism as well as consumer demand information, satisfying the needs of the people who are interested in the advertising in Maslow's hierarchy theory of demand to drink Coca-Cola.

The meaning of giving a product or service in accordance with the needs of the consumer, or to sign the product or service symbol again, emphasizing the sense of meaning and emotional experience carried by products or services, advertising creation from the cultural point of view, has become the increasingly competitive consumer social advertising industry and corporate culture development of the main way. Jean podria said, "The mass communication function of advertising is to let a symbol refer to another symbol, one item refers to another item, a consumer refers to another consumer", because the "reference" of the continuous, the product or service of the degree of symbolization becomes necessary.

In the twenties or thirties of the 20th century, Coca-Cola was more familiar to the people, at this stage, Coca-Cola's advertising appeal to the emotional appeal, relative to the rational appeal, emotional appeal to people's feelings. Emotional appeal through the advertising of human emotions, such as warmth, happiness, fear, so that through the role of empathy to transfer emotions to the brand. And emotional appeal can attract the attention of consumers, relative to the advertising interest point-style appeal method, emotional response is more conducive to inadvertently turn into intentional attention. Consumers will be more receptive to this "less commercial taste, more human touch" approach.

By using other symbolic systems to establish relationships between products or services and other symbolic systems, to endow other symbolic systems with the meaning of products or services, and to endow products or services with the meaning of other symbolic systems in order to enhance the perception, recognition and memory of the product or service in the consumer's mind.

Advertisement creation "3B" strategy, namely animal, beauty, child, Coca-Cola advertisement has an animal as the theme advertisement movie, has grasped "the animal" this propaganda strategy, even the animal all likes to drink Coca-Cola, how can people refuse? Unlike other Coca-Cola advertising films, the protagonist of this advertisement is not people, but a group of cute naughty animals, the animals anthropomorphic, more vivid expression of their favorite Coca-Cola, even ecstasy, a little exaggerated facial expression, just make advertising more appealing.

This is a absorption of symbols and symbols of the society, the symbol of the commodity has always been in the "purchase plot" of the people in pursuit of the goal. The symbolic design and communication of a commodity is, to some extent, a possibility of communicating with the subconscious of the target consumer, which means not only the possibility of cognition, but also the possibility of buying behavior. Advertising does not need to lie, as long as by the sincere and sensitive to the aesthetics of life, it can improve people's life taste and attitude, it is a life closely related to the "art." As a result of the media through the rendering, and the symbol of the whole commodity World code and symbols of the relationship between the loose, advertising can be quickly created and advocated some moments and one-sided mainstream value out.

The changing of the advertising image is always to stimulate the desire to purchase the target consumer, colorful products packaging, flowing like the slogan, fasten the people's desire valve, people for the image moved. This kind of consumption idea is the social psychological behavior which takes the desire as the impetus, it pursues the social cultural value which surmounts the reality material function. This kind of advertisement culture centering on consumerism is to satisfy the audiences ' fictitious illusion, and to make dreams and dream. The advertisement symbolized the propaganda, causes the commodity to be given more symbolic symbolic significance, the target consumer through the consumption pattern symbol use, constructs the social approval feeling.

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