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目前,将符号学方法引入广告效果领域的研究主要集中在定性研究层面,而广告效果研究注重量 化分析,尤其是广告效果测评除了要采用量化方法,还要求实践中的可操作性和精确性。本文试图寻找两 者结合的全新角度:尝试在广告本体中植入符号学研究方法,去寻找质性研究与量化研究的一个结合点, 将符号学方法更好地应用于广告研究领域。
At present, the researches on introducing the semiotic method into the field of advertisement effect mainly focus on the qualitative research level, while the advertisement effect research focuses on the quantitative analysis, especially the advertisement effect evaluation, besides adopting the quantitative method, and also requires the operability and accuracy in practice. This article attempts to find a new angle of combination of the two: attempts to embed semiotic research methods in advertising ontology to find a combination point of qualitative research and quantitative research, and to apply semiotic study better in advertising research.