Research Of Shape Semantics On Visual Signs In Commercial Film

Rapid economic development has brought increased consumption levels, in the consumer society, clothing, household items, records, books and so on,all things are tending to be visual. We are attracted by the pictures everywhere around the city which tells us"Visual Culture"is coming. People will not just buy the value-in-use in vision consumption, so discussing the essence of visual signs in consumption is the key for visual culture research now.The case analysis of commercial film is focused to elaborate, the essence of sign is explored and the symbolic significance of visual signs in CF is obviously defined through the Swiss linguist Saussure's agreement of significant and signified, research on dream and mirror of psychoanalyst Sigmund Freud , Jacques Lacan, visual expectation and use of 3B theory. Finally the conclusion is: in consumer society, research on visual signs in the CF is a self-identity and the pleasure of community achieving, it is a spirit of carnival. The commercial film under visual-culture language situation is discussed and how the visual signs get along with the global culture of high speed developing is also explored in this paper.This paper includes four chapters.In chapter one the appearing of visual signs in CF is analyzed.The author traces the signs of the development process from the earliest symbols of various reorganization to an unambiguous symbols definition, and defines the semiology. Based on semiology, the discussion of visual signs is started and the relevant definitions are given. In a consumer society, the strollers lead to the fact of visual symbols consumption,the irresistible visual culture is just emerging, after that the visual culture of the development process is discussed.Chapter II, the shape of visual signs in CF is studied.Starting from the history of advertising, the development stage of CF is introduced. After three important stages, accompanied with the development of technology a high-definition CF conversion is achieved.The famous linguist Jakobson's theory ,functions on the set of six symbols are used in CF, the four most important functions are found. To further study the visual symbols in the semantics of Commercial film, first starting from the form of the visual symbols in CF, a detailed analysis is given respectively for each function as advertised in the present form of visual signs. In this film a few ads is the"idol",in the end of this section the idol consumption is discussed.Chapterâ…¢,research of shape semantics on visual signs in commercial film. Starting from a specific case, I selected the"The Hire"of BMW Commercial film .Focus on"The Follow","Star","Powder Keg","Hostage"to do detailed analysis. Through the theory of Swiss linguist Saussure to analyze the signs in the CF . According to the theory of France Philosopher Roland Barthes to analyze the myth in the CF. Through the theory of Psychoanalyst Sigmund Frend, Jacques Lacan ,we found some new views about Dreamland ,Mirror image. Mannheim's"Horizon of Expectation"on our analysis of CF in the visual signs of important theoretical value. Commercial film appearing more frequently in the image of the signs is consistent with the principles 3B. Beauty, Baby, Beast. Here, the author analyzed feminine sign, because in modern society, feminine was always appreciated in the CF.Chapterâ…£is the concluding paragraph of this paper. Looking the development of visual signs.