下面为大家整理一篇优秀的paper代写范文- Nonverbal symbols for advertising，供大家参考学习，这篇论文讨论了广告的非语言符号。在人类的传播活动中，符号和意义是密不可分的共同体。非语言符号的运用能帮助人们把抽象的概念形象化、通俗化，比语言符号更富于表现力和感染力。非语言符号使内容更加清晰易懂，寓广告于用户需要的信息中，在用户得到自己需要的信息的同时，也达到了广告传播的目的。
In the human communication activities, the symbol and meaning are inseparable community. There are different opinions about the concept of symbols in different fields. British scholar Trens Hox the most comprehensive generalization of the symbols and their related elements. He points out that all the things that exist alone are connected to another and can be "interpreted", and that its function is the symbol. Not only is the human through the symbol, the symbolic system carries on the exchange, the sharing information, the symbol also widely exists in the nature. The emergence of sound language and writing has greatly changed the form of communication between people. Language as a system of auditory symbols, the text as a visual symbol system, respectively, the human ears and eyes and other organs of the extension, so that the human to get rid of the original mode of information dissemination. The language of words and sounds is called the system of linguistic symbols, but language is not the only system of human communication, and in addition there are nonverbal symbols such as movement, expression, posture, sound, and graphics.
The language that comes with the language that accompanies it. It is not only a kind of auxiliary to language, it also expresses its unique meaning. such as the size of the voice, text font, size, thickness, neat or sloppy.
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The body symbol plays an important role in the formation of the communication situation, such as movement, gesture, expression, posture and so on.
A symbol that is materialized, stylized, and ritualistic. This kind of symbol appears alone, also can express its peculiar meaning. Because in the accumulation of a long time, has been as a common sense of things to carry out, such as the national emblem, the flag, representing different ranks of the pentagram and so on.
Non-linguistic symbols transcend the category of nationality, culture and nation, and have become a recognized means of communication in the international community. An international sporting event attracts countless audiences all over the world, because the referees use gestures, mathematical symbols, etc., which transcend different races of communication symbols.
The use of nonverbal symbols can help people visualize and popularize abstract concepts. More expressive and appealing than language symbols. For example, in the learning process, encounter difficult to understand the concept, the use of graphical methods can help us understand the problem, deepen memory.
Liu Xie said that "the meaning of empty and Ichi, the word levy is real and South Qiao", it is because of the limitations of the actual use of language symbols, there is a wide range of nonverbal symbols to assist. The use of nonverbal symbols and language symbols makes the communication of human information more comprehensible. If you leave the voice language, the Non-verbal symbols of the transmission of information can be difficult to understand, make people feel inexplicable.
Psychology has also proved that: in the public visual psychological attention to the psychological mechanism of the role, if the text symbols and image symbols together, the audience will give priority to the image and other Non-verbal symbols. It is not difficult to see that nonverbal symbols are more intuitive than language symbols.
Micro-mail is an application that relies on smartphones and mobile internet technology to provide instant messaging services. Media is the extension of human beings, in all things interconnected today, fragmented information is dismembered and encroach on people's depth of reading time, through micro-blogging, search engines and other network technology means in the gap of life access to information more and more people. The change of reading means is also accompanied by the changes of reading habits, such as jumping, scanning, reading thinking and so on are the Companion of the era of fragmentation. The diversity and richness of the micro-trust circle fills the debris time. Micro-letter public number online on August 23, 2012, since then, micro-letter advertising has a major channel. August 5, 2013, micro-letter to upgrade the version, the micro-letter public number into a subscription number and service number, subscription number is the enterprise, brand promotion channels.
The micro-faith circle of friends also has its own characteristics. It is not a completely open channel, but a semi-enclosed circle. Because each micro-signal is bound to a mobile phone number, the circle of Friends is generally known before the people. Today's micro-credit users are becoming more rational, but that does not mean that advertising in the micro-credit circle has lost the market. Good micro-letter ads still bring a lot of reprint and participation. Under normal circumstances, micro-trust users interested in their own brand ads will be actively concerned about. At the same time, the micro-trust team has always attached great importance to the user experience, they repeatedly stressed that micro-letter advertising and traditional, blunt form of advertising is very different. Micro-trust in the circle of friends in the ads generally with the user to a more friendly attitude performance. Therefore, the first selected micro-letter ads of the major brands, such as Coca-Cola, Vivo, Ford, Oppo and other brands are all dedicated to use this feature. This kind of advertisement tries to maintain the formal similarity with the ordinary friend Circle message. Micro-credit ads are mostly text, pictures of the combination of presentation. In order to realize the interaction better, the user of the circle of friends realizes that each advertisement can be praised and commented. If the audience is not interested in this ad, you can choose "I am not interested" will not receive the reminder message. In the realization of a wide range of interactive process, then the micro-trust in the circle of advertising is how to use the nonverbal symbols, what are the characteristics and deficiencies?
The picture describes and interprets the content of the composition, color, and distance of the lens. A good picture can effectively express or explain specific topics to audiences. Through the interpretation of the subject to arouse the audience's thinking, understanding, and then infect the audience and arouse the audience's emotional identity. Of course, these are based on the audience's ability to read and understand the meaning of the image first. Unlike the language of words, the picture is a more intuitive description of things, is a visual expression. To reveal the nature of things, you have to let the audience to participate in depth, through a series of abstract thinking to do. But the use of text and pictures can also be effective in conveying ideas and emotions.
Micro-trust friends to forward or push the ads mostly cleverly use the image of this form. After the author long-term observation, the individual micro-signal push ads are generally so. Audiences usually do not need to read the text, through the view of the picture, they have gained a general understanding of advertising. This is the embodiment of the visual characteristics of nonverbal symbols. If you are interested in what the picture is presenting, the audience will read the text further for more information. Because the advertising platform is a circle of friends, in such a semi-closed circle of acquaintances, it may also be based on emotional relationships, even if the ads are not interested in people, it is possible to still choose to forward. Others are forwarding because they feel that the information in the ad is useful to them. In such an exponential diffusion, a simple advertisement gradually obtains the widespread dissemination effect in the low cost. In addition, short and short text, with vivid pictures of brightly colored images, on the one hand to make the expression more clear and intuitive, on the other hand, just to cater to the fragmentation of the Times people's reading habits. To more effectively disseminate information, beautify the layout, it is necessary to pay more attention to the proper use of pictures.
Both the public and the personal forwarding of micro-letter ads, have used a wealth of emoticons. The use of emoticons, so that the entire content of the image of the vivid effect, but also pulled into the distance with the reader, it is not so blunt, but fresh live waves, but also more easily accepted by the reader. An exaggerated expression in front of the audience, easy to attract the attention of the audience. This is also a strategy for advertisers to attract audiences.
However, the use of facial symbols should pay special attention to the principle of moderation. Too much, frequent use, or exaggerated emoticons can lead to the opposite effect. Because each advertisement finally is the consumer, the audience as the center, this also decides the disseminator must consider the audience's decoding standpoint when carries on the coding. The audience is willing to decode the micro-letter ads, which involves the concept of advertising congestion. The so-called advertising congestion refers to too many ads at all means to compete for the audience, attract the attention of the audience, but to the audience overwhelmed, and therefore to the advertising offensive feelings, so they will find ways to shield those who do not want to accept ads. Visible, in the micro-letter advertising marketing, the use of emoticons should pay attention to the principle of moderation. The audience as the center, as far as possible with the audience to form a good interaction.
In addition, the use of emoticons is as follows:
As the largest public education institution in China, Hua Map education has branches all over the country. As a for-profit educational institution, it faces the problem of attracting students for a long time. Therefore, the author takes it as an object of concern for a long time to observe. This advertisement uses a lot of network symbol "". This kind of emoticons just started as a secondary culture on the web. Commonly used in conjunction with the use of words to express mood. With the development of the Internet, this subculture is widely used in mobile phone, internet and so on. With the development of micro-credit platform, this kind of emoticons is widely used in micro-letter advertisement.
In the micro-letter friend Circle advertisement, use this kind of expression symbol, can visualize The advertiser as the disseminator mood, can close the distance with the audience, is a kind of good interaction with the receiver form. It is also a good grasp and application of the image and auxiliary features of nonverbal symbols. In addition, according to the official data, the majority of the micro-credit user group is a certain culture of young people. The characteristics of the younger users also indicate that the use of such emoticons in micro-letter advertising is desirable, because this is to cater to the younger audiences of the use of the habit.
Picture and text interactive use, more flexible combination layout. There is a layout language in the newspaper. The layout language belongs to a nonverbal symbol. Professor Zheng Xingdong of Renmin University of China proposed the concept of layout language in 1980 based on the fact that the page spread hidden information. The layout language plays an auxiliary role in the text information, and it can also imply the evaluation and attitude of the news system author to the information. Micro-trust in the circle of the ads also focus on the use of personalized layout language to achieve the spread of the effect. For example, a micro-letter circle of ads, in the layout of the picture and enlarged title highlighted, designed to attract the attention of the audience. Second, the specific advertising content in the form of words plus emoticons in the following. From the entire layout, the title occupies about 2/3 of the entire layout. Whether in the traditional media or in the micro-credit circle, advertisers of this format is very common. In order to avoid advertising congestion, the presentation of this layout language has become a more common choice.
At the same time, the entire length of the picture color and text, emoticons, comic symbols and other collocation forms, new layout is refreshing, will give readers a deep impression. It is worth pointing out that in the design of the layout language, it is also the key link of advertising originality. However, the author found that advertisers too enlarge the title, to attract the audience's approach to grasp the bad words easily give people the feeling of grandstanding. This is also a common problem in the use of nonverbal symbols in micro-credit advertisements. Advertising to more flexible use of good layout language, through a series of special "Nonverbal symbols", to show the originality of advertising, it is possible to win more audiences.
Compared with traditional media advertising, the micro-trust circle as the platform for advertising, low entry threshold, low cost. Based on the characteristics of new media, advertising on this platform is also more flexible, can be displayed by different means. Flexible use of nonverbal symbols is one of the means. To sum up, micro-trust in the circle of the ads show a wide range of use of nonverbal symbols, which captures the user's reading habits, conducive to real-time interaction with users, advertising content is easily accepted by the audience. Of course, there are some problems with the advertising in the micro-trust circle. First of all, this user group is mostly young people, in a way, this also leads to the problem of homogeneity of the user. The homogeneity of the user, may affect the advertiser to do the meticulous market analysis, can only be a wide cast net of a mode of delivery; second, because of the low threshold of micro-letter advertising access, the lack of more stringent control links, it is easy to lead to a mixed-bag situation. In addition to the use of nonverbal symbols, it is easy to make this kind of advertising to kitsch, exaggerated direction of development, resulting in the audience to this "shielding" situation.
Micro-trust in the circle of advertising clever use of nonverbal symbols to disseminate information of the intuitive, auxiliary, universal and other characteristics, the editorial forwarding of the information model to meet the current fragmented era of reading habits, so that this marketing means can play a multiplier effect. Some people say that the advertising in the circle of friends is mainly creative, presumably the core is this. In addition, according to the survey data show that the current circle of friends users of this advertising is quite rational attitude. This also gives advertisers unlimited possibilities, because there is also data showing whether the ads will be forwarded to their circle of friends depending on whether the marketing information allows users to feel the value of sharing. For micro-letter advertising, the circle of Friends is a huge resource, so pay more attention to the use of nonverbal symbols, the performance of advertising creativity. In this regard, the author has the following three suggestions:
To clarify the actual purpose and effect of communication, through the platform of Micro-trust friends to skillfully use the language of nonverbal symbols, the ultimate goal is through a flexible form of expression close to the audience, and audience interaction, to win the audience. Extremes, excessive use of nonverbal symbols, but the performance of the effect of drowning in the origin of the symbol.
Advertising is the most focus on creativity, but based on the characteristics of new media, such ads can use the flexibility of nonverbal symbols to apply the expression of creativity, video, animation, and other forms of the presentation of content. Micro-trust users are relatively stable user groups, to win this part of the stable, relatively rational audience, must be creative in the effort;
Micro-trust in the circle of advertising is based on the spread between acquaintances, such ads can be flexible use of nonverbal symbols, advertising in the information, in order to achieve the desired results. Through flexible information presentation, you can make ads that are biased towards providing information. Non-language symbols make the content more clear and easy to understand, put advertising in the user needs of information, users get their own needs of information, but also achieve the purpose of advertising dissemination.
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