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Research of Shape Semantics on Visual Signs in Commercial Film

Author: LiangJia
Tutor: ShangJie
School: Hebei Normal
Course: Art
Keywords: Visual Culture Visual symbols Television advertising
CLC: J524.3
Type: Master's thesis
Year: 2010
Downloads: 340
Quote: 1
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Abstract


The rapid economic development has brought consumption levels, clothing, daily necessities, records, books, and so on all the things an increasing tendency in the consumer society, the vision of development. Image walking in the street everywhere always attract people's attention the image everywhere proclaimed to the world the arrival of the \People in the visual consumption of goods to buy is no longer simply the value in use, therefore, to explore the visual symbols in real terms in the consumer, the key of the current visual culture studies. This article focuses primarily discusses the analysis in the case of television advertising by the Swiss linguist Ferdinand de Saussure and referred view Bart myth formation theory, psychoanalyst Freud's dream theory, Lacan About mirrored Anticipated and 3B principle use, to explore the nature of the symbol, a clear visual symbols hidden deep in the film and television ads semantics: the consumer society, visual symbols in the film and television ads show people self-identity meet community to achieve pleasure, which is a spirit of carnival. In film and television advertising in the Context of Visual Culture new exploration prospect visual symbols in the language, go on integration of the rapid development of global culture. The paper is divided into four chapters. The first chapter is an overview of the overall visual symbols. The author traces the course of development of the symbol, the earliest symbols of a variety of cognitive and semiotic defined. On the basis of semiotics, expand the discussion of visual symbols, and gives definitions. In a consumer society, the emergence of wandering the derived analysis of visual symbols consumption, the irresistible visual culture such. After concisely discussed in the course of development of visual culture. The second chapter analyzes the film and television advertising visual symbols form. From the history of advertising, described the stage of the development of film and television advertising. Along with the development of science and technology, television advertising after three stages of development, and gradually realize the conversion of high-definition. Jakobson signed six functional theory derived Television advertising is the most important four functions: instruction function, aesthetic function, emotional function, meta-language function. In order to further study of the semantics of visual symbols in the film and television advertising, start from the form of visual symbols in the film and television advertising, the different ad visual symbol in the form presented to make a specific analysis. Appeared in several advertising the film \Chapter semantic forms of visual symbols presented study film and television advertising. I start from the specific case, select the the \Saussure and signified theory, Bart discussion on myth formed to analyze the symbol means of advertising the film; use Freud's psychoanalysis, Lacan's mirror principle-depth study of visual symbols, which found some new ideas: dreams, mirror; Mannheim \: beauty, children, animals, the author of this article analyzes the female symbol, because in modern society, the position of women in film and television ads is always appreciated. The fourth chapter is the end of this article. Turned to explore the male symbol in the film and television advertising, and the development of visual symbols.

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CLC: > Art > Arts and Crafts > China Arts and Crafts > Business Arts and Crafts > Advertising
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