慢综艺中植入式广告的符号学分析——以《向往的生活》第五季为例

慢综艺中植入式广告的符号学分析一以《向往的生活》第五季为例目录摘要...ABSTRACT..................II第一节绪论…一、研究背景.1二、理论依据…1三、研究目标与思路….2四、研究方法….2第二节植入广告符号化……3一、植入式广告概念.3二、植入广告文献综述04三、符号学与广告符号。5第三节慢综艺”节目的理论阐述......…7一、慢综艺概念.….7二、“慢综艺”节目的主要类型…8三、慢综艺"与原有电视综艺的区别8四、《向往的生活5》节目概述。10第四节《向往的生活5》植入式广告符号中的意义分析...........11一、视觉符号：传递品牌价值…11二、地域符号：展示风土人情….14三、色彩符号：品牌与环境融为一体….15第五节《向5》植入式广告存在问题以及思考.…16一、植入形式生硬，创意性不足.…16二、植入式广告的听觉、语言符号单一…。.17结论参考文献慢综艺中植入式广告的符号学分析一以《向往的生活》第五季为例摘要本文以符号学的理论视角下，选取了《向往的生活5》植入式广告作为研究对象，以文献梳理，结合广告案例分析的符号学分析方法，考察在慢综艺中用作为符号的植入式广告的社会情景，通过把它还原为：慢综艺植入式广告特定的符号意味着什么，它是如何表现其意义又为什么它意味着那种意义，进行符号学分析讨论在慢综艺中植入式广告表达的符号内涵与指示意义。本文拟从几个部分进行，第一部分是绪论，介绍本文的研究背景、研究目的意义、研究方法等：第二部分主要探讨广告的符号学引入与慢综艺植入式广告的符号结构，第三部分主要探讨慢综艺中植入式广告意义的实现机制，第四部分主要探讨慢综艺植入式广告符号意义的不足之处。研究广告符号是很有必要的：第一，研究广告符号可以了解广告发生作用的机制，更容易进行策划和创意：第二，研究广告符号还可以了解消费者的心理特征，根据消费者的喜好，创造性地建构符号而不盲目：第三，广告本身也具有一定的审美和艺术价值，受众从主动欣赏地态度更容易接纳广告：最后，广告符号的选择与创新、意义的建构与受众的解读间如果能形成良性的互动，那么广告与综艺节目就可以在共同的语义空间下达到完美的结合。关键词：慢综艺：植入式广告：符号学Semiotic Analysis of Placement Advertising in SlowVariety Shows:Taking the Fifth Season of "Backtofield"as an ExampleABSTRACTBased on the theoretical perspective of semiotics,this paper selectsproduct placement in"Yearning for Life 5"as the research object.By combingthe literature and combining the semiotic analysis method of advertising caseanalysis,it investigates the social situation of product placement as a symbolin slow variety shows,and reduces it to:What does the specific symbol ofproduct placement in slow variety show mean,how does it show its meaningand why does it mean that kind of meaning,carry on semiotic analysis todiscuss the symbol connotation and indicative meaning of product placementin slow variety show.This paper will be carried out from several parts.Thefirst part is the introduction,which introduces the research background,research purpose and significance,research methods,etc.The second partmainly discusses the semiotic introduction of advertising and the symbolicstructure of product placement in slow variety shows,the third part mainlydiscusses the realization mechanism of the meaning of product placement inslow variety shows,and the fourth part mainly discusses the deficiency of thesymbolic meaning of product placement in slow variety shows.It is necessaryto study advertising symbols:first,the study of advertising symbols canunderstand the mechanism of the effect of advertising,easier to plan andcreative;Second,the study of advertising symbols can also understand thepsychological characteristics of consumers,according to the preferences ofconsumers,creative construction of symbols rather than blind;Third,advertising itself also has certain aesthetic and artistic value,the audience ismore likely to accept advertising from the attitude of active appreciation;Finally,if there is a benign interaction between advertising symbol selectionand innovation,meaning construction and audience interpretation,thenadvertising and variety shows can achieve a perfect combination in thecommon semantic space.Keywords:slow variet