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进入21世纪以来,我们被越来越多的图像所包围,从电子公告板到网络,从广告标牌到各种书刊杂志的封面和插图,图像无处不在。特别是在广告中,图像扮演着重要的角色。因此,对广告以及广告中图像的解读就成为当务之急。目前,很多学者的研究都只局限在对广告的文字或者基于语言学对图像进行阐释,从符号学角度对广告中图像的研究则相对较少。分析的实例来自网络和杂志的可口可乐50年来的广告图片,具有较大的时间跨度,从而代表不同时代不同风格的广告图片。
Since the 21st century, we have been surrounded by an increasing number of images, from electronic bulletin boards to the Internet, from advertising signs to covers and illustrations of various books and magazines, to images that are ubiquitous. Especially in advertising, images play an important role. Therefore, the interpretation of images in advertisements and advertisements becomes a top priority. At present, many scholars’ researches are limited to interpreting the images of advertisements or linguistics, and seldom researches the images of advertisements from the semiotic point of view. Examples of analysis come from Coca-Cola’s advertising images of the Web and magazines over the past 50 years, with a large time span that represents different styles of advertising images from different times.