The Television Advertising Symbol Narrate Method Studies

The television advertisement was one of the 20th century new culture forms, was aunique social phenomenon, it was not only one kind of symbolic form, and had the markproper each characteristic. It has the impulse compared to the common advertisement form, ismost has the authoritative strength the information propagation mode. The televisionadvertisement develops gradually from the product sales promotion to the mark salespromotion, forced the commodity to change the symbolism experience expense from thematerial object expense.This article starts to the television advertisement from the mark aspect to conduct theresearch, seeks the intrinsic dissemination mechanism which the advertisement has an effect,thus not only replied that"what television advertisement is effective", simultaneously alsoreplied that"it is why effective"and"how can cause the television advertisement to beeffective. In order to achieve this goal, this article mainly uses the explanation researchtechnique as well as the critique research technique, using the communication, the semiotics,structuralism and so on related knowledge carries on the text analysis to the televisionadvertisement dissemination content, its goal is not only must discover that the advertisementthe text pattern, needs to inquire about its behind hides in-depth motive. Clarifies in thetelevision advertisement between the mark and the significance relations, can refer to with thebasic change which refers to, different advertisement dissemination mark type and withtelevision advertisement dissemination effect relations, advertisement mark utilization andunderstanding and so on.In addition, this article will also clear off the advertisement between the manufacturemotive and the expense principle relations, clearly recognized the advertisement under itscorona covers the true colors. This article take the Baudrillard's expense principle theory as afoundation, take the Roland Barthe's Semiology as the center, how the union case keyelaboration television advertisement is to construct the expense principle myth, and willdiscuss further television advertisement the mythology decoding. The author believed thatonly then the revelation expense principle myth can the big line of its road's principle and themechanism, can break through the television advertisement the control. At the same time,television advertisement also load social meaning added value, including traditional, modernspirit, modernity, succinct, outstanding person principle, democracy and so on. This articleusing the semiotics will also inquire into the television advertisement attaches the culturalsignificance, and the television advertisement is how and society's culture does carry on theinteraction now.