A Research On The Means Of Meaning Presentation Of Alcohol Tv Advertisement In China

The advertisement of alcohol is one of the most common advertisements ontelevision. On one hand, the unique social background has made this kind ofadvertisement special among the Media of China. On the other hand, theseadvertisements affect the structure of our society. This paper chooses some samples ofalcohol advertisements to study its means of meaning presentation by using textanalysis,discourse analysis and other relevant methods. It also discusses the relationshipof its implict meaning and its explicit meaning and how these two meanings worktogether as a whole.presentation is a way of expressions.To study the way of meaning presentation is tostudy the way of its expressions. what’s more, the way of meaning presentation is alsothe process of discovering its tendency among the samples of empirical studies.Thispaper analyzes the tendentiousness of the transmission of the data. After that, This paperanalyzes the transmission tendency of the statistical data and builds the analyzing modelto carry out its text analysis.The research result of the are as follows:Firstly, the explicit meanings of the domestic alcohol advertisements mainlycontains tradition, high-quality while the implicit meaning of it usually includes power,family and romance.Secondly, the analytical framework is composed of macroscopic, microscopicideographic system of ideographic system and regulation factors. Macro ideographicsystem consists of expression and content, expression is the major communicationmethod that advertisement taken, such as appeals, symbolism, and the content includesthe explicit and implicit meaning. Micro expression system is a set of meanings in aspecific operation method in advertisement, which refers to the alcohol advertisement ishow the advertisement form combination and comparative element produces andtransfers the meaning.Regulation factors includes technology, economy, traditionalculture and ideology, regulation factors,which is an open system that link society withadvertisement text and plays an important role in providing the material and supervisingits meaning.Thirdly, the domestic alcohol advertisements is mostly based on its scene, whilethe way to build this model varies.Fourthly, the implict meanings grows with the dominant meanings, which makes the base of the meanings solid and strong.The structure of this paper is as follows:The first part introduces the objectives, methods and the basic situations;The second part introduces the statistical methods and studies the data to discoverthe tendency of transmission.The third part uses the power as an example to discover the relationship of theimplicit and explict meanings and study the way they work together.The fourth part concludes the whole paper and make some further suggestions.Finally, the significance of this research can be reflected in two aspects: first, froma unique perspective, it implements the previous researches before and improves theresearch methods. Secondly, it strengthens the regular pattern of the alcohol which mayimprove the practice of advertising more efficently.