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Research on the Advertisement Creation in China from the View of the Source of Chinese Characters

Author: RenChen
Tutor: WangSuJuan
School: Wuhan University of Technology
Course: Communication
Keywords: The source of Chinese characters the thinking of constructing the form of Chinese characters the thinking of constructing the meaning of Chinese characters advertisement creation in China
CLC: J524
Type: Master's thesis
Year: 2008
Downloads: 323
Quote: 1
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Abstract


As a main carrier to convey messages, the symbol of character is particularly important in the performance of advertisement creation. Especially, Chinese characters, which have unique features, rich ideograhpic system and deep cultural connotations, add more inspiration to the performance of advertisement creation in China in the aspect of form and content.The source of Chinese characters refers to how Chinese characters were created. The process of creating Chinese characters can be divided into two: the process of constructing the form of Chinese characters and the process of constructing their meaning. The process of constructing the form of Chinese characters is the process of getting specific meaning of Chinese character from its specific form. The process of constructing the meaning of Chinese characters is the process of revealing abstract meaning of Chinese character from its specific meaning. These two processes are corresponding to Roland Barth’s ideograhpic symbol system. In his ideograhpic symbol system, the first level is the process from "Signans" to " Designatum" which was put forward by Ferdiand de sausure, that is, the process of constructing the form of Chinese characters; the second level is the process of taking "Signans" and "Designatum" for the overall integration as the new"Signans" and then producing the new " Designatum", that is, the process of constructing the meaning of Chinese characters.The laws of the process of creating Chinese characters have important impacts and references on the activities of advertisement creation in China. The thinking of constructing the form of Chinese characters has a great inspiration in the aspect of form to advertisement creation in China, and the thinking of constructing the meaning of Chinese characters has a great inspiration in the aspect of content to advertisement creation in China.One is in the aspect of form and Micro-reference and another is in the aspect of content and Macro-infiltration. They are complement to each other and indispensable.In the studies of the thinking of constructing the form of Chinese characters, the most representative theory is "six book". The methods of "six book" have a lot of applications in the performance of some advertisement creation in China. Based on the analysis of the performance of the principles in "six book", a number of specific methods about the performance of advertisement creation in form in China are creatively brought up.Chinese characters belong to ideograhpic system. Through the analysis of the unique structure of Chinese characters, you can get the original meanings about Chinese characters, moreover, you can get the rich information on Chinese traditional culture. That process is the process of constructing the meaning of Chinese characters. Views of nature, views of society and human relations, views of aesthetic and moral values and the values about sexes have the Macro-impacts on the content expression of advertisement creation in China.Therefore, the thinking of constructing the form and the meaning of Chinese characters are learned in the activities of advertisement creation in China, and the deep relations between them and the activities of advertisement creation in China are re-discovered , which will promote advertisement creation in China in the aspect of content and form.

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