Advertising And Symbol Reproduction

The starting point of this paper is the background of the rapid development of mobile Internet,thinking about the relationship between advertising and symbol reproduction.This insight is based on the communication dilemma caused by the increasingly frequent symbol production in the Internet era.It tries to through the investigation of the relationship between the internal production and reproduction of advertising symbols,and the production and reproduction of advertising and social symbols,to explore the way from the angle of industry,consumer cognition and media form.The article is divided into seven parts.The first part is the introduction.From the macro technology and media background,it comprehensively expounds the research background,significance,research object and method.Research content and innovation of the study are reviewed on advertising semiotics and reproduction theory,respectively.At the same time,it points out the theoretical blank of advertising and symbol reproduction theory.The second part,as the basis of external macro research,defines several basic concepts in the thesis,such as "advertisement","advertising symbol" and "production and reproduction of symbol " and so on.At the same time,it studies its semiotics significance from the perspective of advertising symbol itself,and defines the symbolic meaning of advertising activities,the elements of advertising participation in symbol production,and the consumption interpretation of advertising and symbol production.The third part,as a transitional chapter,analyzes the causes of dilemma of the current communication symbol production and reproduction from two plates of the external contradictory insights and internal contradictions generated motivation.From the external point of view,the integration of media environment means the generation of symbol conflict.More and more technical expression forms and contents fragmented,and the lack of audience attention are the key factors.From the internal analysis,the advertisers "conflict between speed and depth","conflict between interests and responsibilities" of advertising companies,"conflict between expansion and balance" of advertising media,and "conflict between understanding and acceptance" of advertising audiences,"conflict between old-fashioned and innovative"of advertising products and "conflict between art and technology "of advertising work are the deep reasons.It further develops the imagine and solution of this dilemma from chapter 4 to chapter 6.Firstly,based on the perspective of advertising industry cognition,it describes the mature orientation of advertising in the current social development,and clarifies the macro interaction relationship between advertising and social development.Then it explains the six dimensions of advertising as a kind of economic boost,industry integration,value influence,brand catalytic power,market communication ability and technical expression power from a relatively microscopic level.Secondly,based on the perspective of consumer cognition,it deeply defines the overlapping era of "producer","seller" and "consumer",business model subversion caused by" integration of production and consumption" and the relationship between productive consumers and symbol reproduction.Finally,based on the view of media form,it summarizes the concept of "symbol is media" and tries to construct the functional meaning,hedonistic meaning,social meaning,and sacred and secular meaning of social symbol reproduction from the content and form of advertising text.The conclusion draws in part on the use of the theory of "ternary combination" of social space,that is,space practice proposed by Lefebvre's "Production of Space",namely,space practice-space representation—representation space.By using this theory,it interprets and paraphrases the construction manner of advertising on social symbol reproduction from the perspective of semiotics,that is,from the perspective of"practice space" to strengthen the perception and experience of symbols,from the perspective of "space representation" to enhance symbol recognition and ritual sense and from the perspective of "representation space" to deepen the function value and spiritual connotation of symbol from.