摘要
2009年底,一则在CNN播放的"中国制造"形象广告引起国内外广泛关注。这则广告有很强的现实针对性,它表明了"中国制造"主动出击的新姿态,宣传技巧上也有可取之处,具有积极意义。但从广告的创意分析,其不完善的地方也是显而易见的,主要表现为三个方面:一是避重就轻,诉求不得要领;二是立意太低,声音软弱无力;三是定位低端,安于代工现状。而从广告符号的角度看,这则广告是一个寓意丰富的文本,作者欲"申明"的意义与文本本身所展示的意义并不一致,文本背后隐藏着激烈的意识形态冲突和"中国制造"缺乏商业话语权的无奈。
At the end of 2009,an image ad of ＂made in China＂ broadcasted on CNN attracted the eyes all over the world.The ad is aimed at the global trade protectionism and show the new gesture of ＂made in China＂,which has some strong points in communicating skills.But in creativity of the ad,there are some obvious shortcomings.The first is the appeal does not hit the target.The second is there is something wrong with the ad conception.And the last is the bad orientation.And when analyzed by semeiology,it is found that the ad is a text full of meaning,in which the meaning the author declared is different with that the text showed.Behind the text,there are furious conflictions of ideology and sighs of ＂made in China＂ because of lack of business discourse power.
出处
《湖州职业技术学院学报》
2010年第4期63-66,共4页
Journal of Huzhou Vocational and Technological College
关键词
中国制造
形象广告
创意
符号
made in China
image advertisement
creativity
symbol
