【作者】 生丽楠；

【导师】 黄也平；

【作者基本信息】 吉林大学 ， 传播学， 2008， 硕士

【摘要】 文字、口语、图像、音响等都共同的构成了一幅幅广告图景,语言符号为了传达信息,非语言符号也是为了传达信息,在这一点上,两者达成了共识。并承担了张显表义与储蓄隐义的互助功能,以期共同完成广告寓言化叙事的重任。广告寓言化叙事是为了更好的到达受众,然而正是在寓言化的进程中,在这个人们找到的地方迷失了。之所以会有以下的批判,那是因为“我们需要关于意义和身体是如何被制造的现代批判的理论力量,而不是去否定意义和身体,最终是为了构建有一线生机的意义和身体。”更多还原

【Abstract】 Advertising attributed the birth of the rapid development of the capitalist economy, from the 19th century to today, the cause of advertising considerable headway has been made steady advance development. Characterized by the birth of the first period to consumers simply "inform" to the evolution of today’s fable narrative. With the great prosperity of goods, advertising will naturally from the original "inform" attribute to a highly "braided narrative." Inform advertisers can no longer satisfy the desire of the people of the community self-identity. In this consumer society, woven narrative of advertising one out, weaving through the narrative conveyed the significance of consumption. Consumer become a floating symbol of social status, a form of the people of the social recognition system default. Narrative advertising the full story of the people will work to the social status of replacement code, the coding is recognized by the people of centralized rule, people in this community Coding queue "bow their head to concede defeat." Thus, the slavery of the people and to enter the stream with a siege.Text of the fable of our different from the well-known fable. Fables preference for the style of the fable, for a specific kind of general way the concept of Italian table. Through a vector processing its significance, so that it can be individual and correct value system to make a deeper significance of breeding, so as to achieve common. The paper referred to the fable, it is better to complete the narrative advertising, the efforts to bring about a consumer advertising narrative means. To the fable of a deeper understanding, we may wish to make reference to the fable of Benjamin explained: "The fable is a special kind of writing, is a series of carefully sorted out can mean that they do not have a relationship with a range of meaning." as "amorphous debris" fable, in the advertisement is used to refer to connect with the meaning of arbitrary. The opening of this point, heterogeneity, diversity is accomplished through a variety of ways - images, sound and text composition control context, background and narrative text, there is only one purpose of advertising is to complete the story narration. Modern advertising and manufacturing of the fable is to promote consumption, contributed to the purchase. Fable has been created with the rise in the level of modernization escape from the earliest ads "inform" intent times, then broke things in the order in the daily lives of order and the symbol of the original object reference system, the reorganization of goods and symbols (often does not preclude Symbolic of the many elements combined convey an abstract concept, and this is the abstract concept of goods or services to the demands), and set up a new means of arbitrary and referred to the chain.But this building has some limitations, this is because the advertising Narrative very short time and general purpose very clear - and contributed to the purchase. On the contrary, it is also exacerbated by two points to that and referred to the tension of arbitrary connections, and no wonder now strongly advertising through various means, "statement said."Apart from the camera narrative, visual narrative images, text, narration, the voice-over television advertising, advertising songs, sound effects can be completed fable of the functions of narrative, like watering flowers for them to grow, we can not know in the end there a few percent of the water will be spent absorption, and several will be infiltrated into the ground, as will several evaporation. But we know that watering is to grow. Similarly, whether the use of language-or visual images, text, voice-over, advertising songs, audio, and other participation, advertising to mobilize their intention is to better the completion of the advertising fable narrative, complementary to promote reading advertisements instant audience received communicators to the dissemination of results expected.Accordingly, the text of the summary advertisements fable of four types of narrative, historical memory type, type of ideology, fairy tale / myth narrative, physical / Desire narrative.However, the local people find lost. Fables of the narrative into advertising Tour playing. Currency manipulation and Baijin first, the myth of humanistic concern aphasia, beliefs and values nothingness loss, physical metaphor - and Huan involved with the physical pain, and other defects in the laughter exposed.更多还原