從符號學角度分析卡通代言人在動畫廣告的象徵性
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2007
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近年來，商品行銷市場的競爭日趨激烈，企業體為了能讓商品和品牌形象深植人心，便利用卡通造形人物出任代言人，並運用各種表現手法使代言人更為生動活潑，進而將產品的特徵投射其中。除了讓消費者能夠將代言人的形象融入企業和產品中外，更藉由廣告的符碼隱含其特殊意涵。
為了協助企業體製作出更能吸引消費者的動畫廣告，本研究歸納出具系統性的設計步驟，首先透過文獻分析收集藝術設計類、傳播廣告學類、行銷類論文與期刊，以及設計研討會論文、企業網站等資料加以分析得知卡通代言人之行銷手法、造形要素和符號在動畫廣告上運用的重要性；再運用論述分析以符號學原理分析廣告文本與卡通代言人的圖像意涵與屬性，其結論有助於卡通代言人與動畫廣告在設計時創意思考模式與了解兩者之間的關聯性。
研究後發現利用符號學解析圖像，無法深入探討廣告的美學意涵和其表現形式，造成設計方法的不足，此後加強美學內涵，並比較符號學在文化上的差異，使設計者能快速創作出符合企業的卡通代言人動畫廣告。
In recent years, the competition that item are on sale throughout the market is becoming fiercer, the enterprise, in order to make the goods and brand image to go deep into the will of the people, the enterprise uses of the cartoon modeling as a spokesman, shaping personages, use various kinds of techniques of expression to make the spokes more lively, and then throw the characteristic of the products among them. It implies special meaning with incantation of the advertisements. The consumers can make the spokesman’s image melt into enterprise and product, and the symbols have special means by the advertisement. Cartoon advertisement marketing can attract consumers in order to help enterprise's system even more, this research sums up and provides the systemic design step, analyze through documents at first that collect art designs, propagate advertisement studying type, marketing thesis and periodical, and design the seminar thesis, such materials as enterprise's websites, etc., we can know the marketing technique, shape model, and it is important that use symbols in the animation advertisement by Documental Analysis. Furthermore, to analysis advertising copy, image and attribute in spokes-character by the Semiotics in Discourse Analysis. These inferences make we know the creativity ponder and relation between spokes-character and animation advertisement. It doesn’t discuss esthetics and manifestation in depth after analyzing the image by Semiotics. Cause the deficiency of the design method, strengthen aesthetic intension, and the difference on culture of comparative Sociology after this, enable designer to create out the spokes-character's. The designer can conform to enterprise that fast to create advertisement about spokes-character.
In recent years, the competition that item are on sale throughout the market is becoming fiercer, the enterprise, in order to make the goods and brand image to go deep into the will of the people, the enterprise uses of the cartoon modeling as a spokesman, shaping personages, use various kinds of techniques of expression to make the spokes more lively, and then throw the characteristic of the products among them. It implies special meaning with incantation of the advertisements. The consumers can make the spokesman’s image melt into enterprise and product, and the symbols have special means by the advertisement. Cartoon advertisement marketing can attract consumers in order to help enterprise's system even more, this research sums up and provides the systemic design step, analyze through documents at first that collect art designs, propagate advertisement studying type, marketing thesis and periodical, and design the seminar thesis, such materials as enterprise's websites, etc., we can know the marketing technique, shape model, and it is important that use symbols in the animation advertisement by Documental Analysis. Furthermore, to analysis advertising copy, image and attribute in spokes-character by the Semiotics in Discourse Analysis. These inferences make we know the creativity ponder and relation between spokes-character and animation advertisement. It doesn’t discuss esthetics and manifestation in depth after analyzing the image by Semiotics. Cause the deficiency of the design method, strengthen aesthetic intension, and the difference on culture of comparative Sociology after this, enable designer to create out the spokes-character's. The designer can conform to enterprise that fast to create advertisement about spokes-character.
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符號學, 卡通代言人, 動畫廣告, 象徵性, 造形, 符碼, Semiotics, Spokes-Character, Animation advertisement, Symbolism, Image, Symbol