| 平面广告图文关系分析框架:“锚定-接力连续轴”的概念 |
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| 引用本文： | 冯丙奇,王媛.平面广告图文关系分析框架:“锚定-接力连续轴”的概念[J].国际新闻界,2009(9). |
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| 作者姓名： | 冯丙奇 王媛 |
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| 作者单位： | 中国传媒大学广告学院;北京语言大学汉语速成学院; |
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| 基金项目： | 中国传媒大学“211工程”三期重点学科建设项目(项目编号:21103020316)阶段性成果。 |
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| 摘 要： | 巴特的锚定/接力二分体系为广告图文关系分析提供了基本的概念基础,不过为了克服其普适性、简单化的不足,本文以对2008年《三联生活周刊》广告进行的描述性分析为基础,提出了更具可操作性的平面广告图文关系的分析框架,即锚定-接力连续轴,并强调了该分析框架四个方面的因素。最后本文对该分析框架中不同图文关系形态的不同传播效果进行了简要分析。
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| 关 键 词： | 平面广告 图文关系 锚定-接力连续轴 |
Continuum of Anchorage-Relay:Analysis of Pictorial-Verbal Relationship in Print Advertisement |
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| FENG Bingqi,WANG Yuan.Continuum of Anchorage-Relay:Analysis of Pictorial-Verbal Relationship in Print Advertisement[J].Journal of International Communication,2009(9). |
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| Authors: | FENG Bingqi WANG Yuan |
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| Institution: | FENG Bingqi,WANG Yuan (College of Advertising,Communication University of China,Beijing,100024,College of Intensive Chinese Training,Beijing Language and Culture University,100083) |
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| Abstract: | By analyzing the sample advertisements of Sanlian Life Weekly in 2008,the paper uses the concept of Barthes' anchorage/relay to demonstrate the pictorial-verbal relationship in print advertising.Furthermore,it puts forward the continuum of anchorage-relay as the more applicable analysis frame for the different communication effects of varied forms of pictorial-verbal relationship. |
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| Keywords: | Print Advertising Pictorial-verbal Relationship Continuum of Anchorage-relay |
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