Kentucky Fried Chicken Television Advertising Discourse’s Art Performance Strategy

Discourse representative of the French thinker Michael Foucault believes that outside of discourse, things have no meaning. Discourse both define and produce the various objects of our cognition, also controls a particular topic can be meaningful to talk about and questioning methods, even affect a variety of ideas to be put into practice and is used to regulate the behavior of others the way. The results of our understanding of the world of ideas and the formation of behavior towards the world are constructed discourse, the discourse is also the world’s "re-construct." TV ad embedded with a different way of thinking during the country or region, values, aesthetic taste, level of substance, to some extent shared a style or a continuation of a strategy, together form a discourse construct,on the one hand it is at that time the particular historical context, cultural background, knowledge systems constructed, on the other hand it deliberately build a kind of "knowledge" in the consumer’s mind, to make the product, the brand can meet consumer attitudes of the audience, to meet the public demand for a certain or bonding cultural connotation of the times. Therefore, we believe that advertising is a discourse of propagation mode, television advertising is itself a discourse structure behavior.With the deepening and development of discourse theory, discourse theory and related research gradually increased, including ones from the hegemonic discourse, political science direction discourse research questions,but for the construction of the discourse of artistic expression strategies new perspective, most researchers have not yet comprehensive and systematic analysis. We used to study television advertising, marketing, multi-angle, communication, semiotics of cut, with the development of the times, how to open up the dialogue relationship between television advertising and audience discourse analysis in the construction, especially advertising discourse through interaction with the audience Construction of the world together in the formation depth study of the system, more and more attention. So I decided to depart from KFC TV commercials, intercepted 2012- 2015 four domestic KFC 112 television advertising as a case study of an object, product image and brand image of its television ads discourse Construction and expression of a system do carding, hope from the pseudo-environment modeling, interoperability analysis of artistic expression text expression, ideology law, he who desires discourse situations and other strategies, advertising discourse through interaction with the audience in common the formation of the world was carried out in-depth systematic study, ultimately clarify television advertising discourse artistic expression strategy is how the role of consumers and the general public, in order to create television commercials and researchers summarized the effect of advertising discourse for reference, the expression construct academic aspects bypass pave the way for future TV advertising discourse.