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“表面”符号的视觉显著性及弱传播逻辑:以品牌舆论为例
Authors
王莉
邹振东
Publication date
15 December 2019
Publisher
Doi
Cite
Abstract
2019年前后,杜嘉班纳、博柏利、古驰、菲利普普兰等国际品牌因广告图像频频引发舆论事件,广告中的"表情和动作"成为舆论的焦点。借助符号学、视觉思维、编码解码、符号域等理论,探究表面符号的显著性原因及其在二级传播过程中"比表面积"特征,并分析其在建构品牌传播过程的表面化、"轻"规则和重情感的"弱"传播逻辑
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Last time updated on 20/11/2020