H&H Television Advertising Symbolic Narrative Research

In the age which the value of symbolic consumption is so popular, more and more enterprises and brand service organizations create "symbolic consumption" in marketing communication through the mass media.Among them, as a kind of advertising audience widely contact, television advertising is an important channel to build brand symbol value. Television advertising has ideographic symbols of narrative, with more complete situational context and more relevant audience accept habit meaning expression, to shape the brand image and value, and thereby affect the behaviour of social consumption.Based on this situation, this article is locking in the brand service and advertising creative is adept at using symbols and symbolic narrative with branding Shanghai H&H Marketing Consulting Co., Ltd., H&H symbolic narrative in television advertising for research.First, the introductive part is about the advertising semiotics and television advertising symbols of narrative research status at home and abroad, and summarized the selection of this topic research sample.On this basis, the first chapter explains the brand symbolic and symbolic narrative of television advertising,research the building process of brand symbol value,explore the core function of television advertising symbolic narrative and general logic.In the second chapter, by using the principle of semiotics, and combining with " H&H’s unique approach", analysis of H&H television advertising symbolic narrative elements, summed up the text elements and symbols of the existence and the building process. In the third chapter to H&H television advertising symbolic narrative logic, dynamic compilation from the coded information study, the principle of encoding and decoding process, etc, Finally, in the fourth chapter, for two angleson that on the role of consumers and for the promotion of the brand strategy implementation significance to verify marketing communication effect of H&H television advertising symbolic narrative, And further draw the conclusion: H&H television advertising symbolic narrative has representative significance and effection.By H&H television advertising symbolic narrative case study, I also realize the significance of symbolic narrative in television advertising and important value of branding. Successful use of symbolic narrative in television advertising, television advertising to create more effective, it is a kind of win-win situation for both businesses and consumers.