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首页> 外文期刊>International journal of signs and semiotic systems >Microanalysis of an Advertisement Through Semiotic Interpretation: A Study Presenting an Ad Heptameter Schema and its Resourcefulness to Practitioners
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Microanalysis of an Advertisement Through Semiotic Interpretation: A Study Presenting an Ad Heptameter Schema and its Resourcefulness to Practitioners

机译：通过符号解释对广告进行的微观分析：研究向患者介绍Ad七分仪模式及其机智的研究

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摘要

The purpose of this article is to understand how a semiotic analysis can spell out implications for practitioners in the advertising industry. The article presents a microanalysis of a television commercial, frame by frame, based on constructs identified from literature proposing a schema called the ‘Ad Heptameter.' This schema through its seven units - signs, codes, myths, syntagm, paradigm, denotation and connotation, facilitates in the questioning of meanings and serves as an entry point to engage with the advertising content or message. This work presents a theoretical overview of semiotics to practitioners and is also proposed as a venue for effective partnership between academia and practitioners in advertising. A semiotic Ad Heptameter is put forth to address the theory-practice gap. It has the potential to evaluate, assess and revisit storyboards, pre-production or production phases thereby enhancing the effectiveness of the advertising message.
机译：本文的目的是了解符号学分析如何阐明广告行业从业人员的含义。这篇文章以电视广告为基础，逐帧进行了微观分析，其依据是从文献中提出的“ Ad Heptameter”模式提出的结构。这种模式通过其七个单元-符号，代码，神话，宪法，范式，表示和内涵，促进了对意义的质疑，并成为与广告内容或信息互动的切入点。这项工作向从业人员提供了符号学的理论概述，也被建议作为学术界和从业人员在广告界进行有效合作的场所。提出了符号学的Ad Heptameter来解决理论与实践之间的差距。它具有评估，评估和重新审视情节提要，预生产或生产阶段的潜力，从而增强了广告信息的有效性。

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