莫里斯符號(hào)學(xué)視角下“中國(guó)夢(mèng)”平面公益廣告中的符號(hào)研究
發(fā)布時(shí)間：2024-02-28 01:19
自2012年11月習(xí)近平總書(shū)記提出“中國(guó)夢(mèng)”這一重要指導(dǎo)思想后,公益廣告的發(fā)展有了更大的主題背景。以“中國(guó)夢(mèng)”為主題的平面公益廣告以其鮮明的主題,濃烈的人文關(guān)懷引起了學(xué)術(shù)界的廣泛關(guān)注。學(xué)界對(duì)該系列平面公益廣告的研究主要從多模態(tài),話語(yǔ)分析,傳播學(xué),心理學(xué)等角度對(duì)廣告內(nèi)容和廣告效果進(jìn)行研究。本研究將從莫里斯符號(hào)學(xué)的角度對(duì)“中國(guó)夢(mèng)”平面公益廣告中的符號(hào)進(jìn)行研究。莫里斯認(rèn)為符號(hào)具有符形,符義、符用三個(gè)維度。符形學(xué)研究符號(hào)形式特點(diǎn)或不同符號(hào)形式之間的關(guān)系;符義學(xué)研究符號(hào)與其所指示之間的關(guān)系,即符號(hào)的意義;符用學(xué)研究符號(hào)與其使用者之間的關(guān)系。本研究以莫里斯的符號(hào)學(xué)為理論基礎(chǔ),從中國(guó)文明網(wǎng)選取42幅“中國(guó)夢(mèng)”平面公益廣告,從符形、符義和符用三個(gè)層面分析研究“中國(guó)夢(mèng)”平面公益廣告中的各種符號(hào),探討其中的美學(xué)效果及主題意義,從而為平面公益廣告設(shè)計(jì)者提供指導(dǎo)意義。研究發(fā)現(xiàn):第一,在符形上,“中國(guó)夢(mèng)”平面公益廣告中充滿(mǎn)了具有中國(guó)特色的文字符號(hào)、色彩符號(hào)、人物符號(hào)以及圖形符號(hào)等。不同符號(hào)的使用及其彼此間的不同組合使“中國(guó)夢(mèng)”平面公益廣告呈現(xiàn)出獨(dú)特的形式之美、修辭之美、色彩之美、親和之美、簡(jiǎn)潔之美及布局之美。第...
【文章頁(yè)數(shù)】：82 頁(yè)
【學(xué)位級(jí)別】：碩士
【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter One INTRODUCTION
1.1 Research Background
1.2 Purpose and Significance of the Study
1.3 Methodology and Research Questions
1.4 Organization of this Thesis
Chapter Two LITERATURE REVIEW
2.1 An Overview of Morris’s Semiotics
2.2 Studies on Applications of Morris’s Semiotics
2.3 Relevant Studies on Chinese Dream PPSAs
Chapter Three THEORETICAL FRAMEWORK
3.1 Elements of Signs in Morris’s Semiotics
3.2 Three Dimensions of Morris’s Semiotics
3.2.1 Syntactics
3.2.2 Semantics
3.2.3 Pragmatics
Chapter Four AN ANALYSIS OF THE SIGNS IN CHINESE DREAM PPSAS
4.1 Chinese Dream Print Public Service Advertisements
4.2 Syntactic Level
4.2.1 Different Signs in Chinese Dream PPSAs
4.2.2 Combinations of Different Signs in Chinese Dream PPSAs
4.3 Semantic Level
4.3.1 Meanings of Signs in Terms of Individuals
4.3.2 Meanings of Signs in Terms of the Society
4.3.3 Meanings of Signs in Terms of the Country
4.4 Pragmatic Level
4.4.1 Promotion of the Chinese Culture
4.4.2 Emphasis on the Auspiciousness of Chinese Dream
Chapter Five CONCLUSION
5.1 Major Findings
5.2 Limitations and Suggestions for Further Study
REFERENCES
PUBLISHED PAPERS
本文編號(hào)：3913250
【文章頁(yè)數(shù)】：82 頁(yè)
【學(xué)位級(jí)別】：碩士
【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter One INTRODUCTION
1.1 Research Background
1.2 Purpose and Significance of the Study
1.3 Methodology and Research Questions
1.4 Organization of this Thesis
Chapter Two LITERATURE REVIEW
2.1 An Overview of Morris’s Semiotics
2.2 Studies on Applications of Morris’s Semiotics
2.3 Relevant Studies on Chinese Dream PPSAs
Chapter Three THEORETICAL FRAMEWORK
3.1 Elements of Signs in Morris’s Semiotics
3.2 Three Dimensions of Morris’s Semiotics
3.2.1 Syntactics
3.2.2 Semantics
3.2.3 Pragmatics
Chapter Four AN ANALYSIS OF THE SIGNS IN CHINESE DREAM PPSAS
4.1 Chinese Dream Print Public Service Advertisements
4.2 Syntactic Level
4.2.1 Different Signs in Chinese Dream PPSAs
4.2.2 Combinations of Different Signs in Chinese Dream PPSAs
4.3 Semantic Level
4.3.1 Meanings of Signs in Terms of Individuals
4.3.2 Meanings of Signs in Terms of the Society
4.3.3 Meanings of Signs in Terms of the Country
4.4 Pragmatic Level
4.4.1 Promotion of the Chinese Culture
4.4.2 Emphasis on the Auspiciousness of Chinese Dream
Chapter Five CONCLUSION
5.1 Major Findings
5.2 Limitations and Suggestions for Further Study
REFERENCES
PUBLISHED PAPERS
本文編號(hào)：3913250
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