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时间:2021-10-05 22:03 来源: Essay代写

摘要:媒体受众的角度来客户来分析奇巧雀巢所做的广告如图1所示。这则广告成功的原因是因为以下因素而实现的。......

本文旨在分析雀巢奇巧的广告公司,它是世界上最大的巧克力公司。这则广告在图1中显示如下。随着市场的整合与传播,广告是媒体快速发展的重要途径。一个好的广告能为客户提供感觉、想象、信息和情感的含义。此外,它还可以使思想反思受到影响。然而,广告能通过什么样的方式传递给顾客的感觉、想象、信息和情感,激发他们的兴趣?这是本文的研究问题。这项研究重要的是广告分析。此外,本文主要采用了定性分析和奇巧的个案研究。本文将以奇巧的广告为例,从视觉、符号学、尊重的方法分析研究问题,媒体的多样性,媒体的受众,为了使商人、生产者和客户知道广告的吸引力的原因。
This paper aims to analyze the Kitkat advertisement made by Nestle Company, which is one of the largest chocolate companies in the world. This advertisement is demonstrated as below in Figure 1. With the integration and communication of market, advertisement is an important approach to the rapid development of media. A good advertisement can provides sensory, imaginary, informative, emotional meaning to the clients. Besides, it can also make the impact of thought provoking and reflection. However, in what way the advertisement can pass the sensory, imaginary, informative, emotional meaning to the customers and arouse their interest? This is the research question of this paper. This study is important to the advertisement analysis. Besides, this paper mainly adopts qualitative analysis and a case study of Kitkat. This paper will take the Kitkat advertisement as a case study in order to analyze the research question from the respect of visual, semiotics, method, media and diversity, media audience, etc. in order to make the businessman, producer and clients know the reason for the attraction of the advertisement. 

Figure 1. Advertisement of Kitkat

Berger (2013, p.78) asserts that the media analysis techniques include the transfer and accept information of the visual, semiotics, method, media and diversity, media audience to the customers. Therefore, the following part will follow Berger’s statement and take the perspective of visual, semiotics, method, media and diversity, media audience to the customers to analyze the advertisement made by Kitkat in Nestle shown in Figure 1. The successful of this advertisement is due to the achievement of the following factors.

 

First and foremost, Kitkat advertisement sends the visual information to the clients. The visual information is the most important part in the informative function of an advertisement. From Figure 1, it can see in this advertisement there a gorgeous young lady with brown long wavy hear, a pair of glasses and a sweet smile to taste the Kitkat. This leaves the clients and impression that the quality and appearance of Kitkat chocolate is as excellent as the lady as you can see in the poster. In other words, it means the feeling of eating the Kitkat is like getting in touch with a beautiful young lady, which is full of imaginary. Moreover, the hair of the lady in the advertisement is smooth and bright. This gives an impression that the taste of the chocolate, which is smooth, is similar as the hair of the lady. Besides, the background color uses the warm color that is dark red which give the clients an impression of energetic and powerful. What’s more, the glasses wearing image intends to send the information that if you can eat Kitkat you will become wise as the glasses is a symbol of high education and high intelligence. Plus, from the wearing of lady, it can see that she should be a white collar. This indicates that Kitkat is the good partner of the officer workers. When you at work and take a bar of Kitkat you can will feel comfortable and not be alone as a beautiful young lady is accompanying with you. Generally speaking, this kind of advertisement is cozy and comfortable. Shah and Ali (2011, pp.40-56) assert that the visual information is the factor to attract the attention of the potential clients. If the first visual information is good, it can arouse more clients to obtain the further information of the products and then to purchase it. The design of Kitkat just adopts this kind of purchasing psychology. The visual effect can make the clients directly perceive the live, specific picture, and then the clients can swiftly generate the imaginary effect. The good impression of Kitkat at the first sight indicates it attraction to the clients. To sum up, the visual impression is the initial contact with the clients, which is crucial to an advertisement.

 

Second, Kitkat advertisement transfers the semiotics information to the clients. The semiotics information means the sign, shape or format can directly or indirectly give the clients a feeling of consistency and harmony. Berger (2013, p.78) mentions that the understanding on the meaning of sign varies from person to person. Hence, to the same sign different people will have different understandings and perceptions. For example, the semiotics meaning of the lady in the advertisement intends to demonstrate young, energetic, powerful, knowledge, and beauty. This will make the clients integrate the semiotics of the lady with the chocolate. The attraction of the chocolate equals to the charm of the lady. The hair of the lady gives an impression that the taste of the chocolate, which is smooth, is similar as the hair of the lady. Besides, semiotics to the background color is impressive. The background color uses the warm color that is dark red which give the clients an impression of energetic and powerful. Plus, the color of dark red belongs to the same color kind of the logo of Nestle. This is purposeful design rather than coincidence. Berger (2013, p.216) holds that the semiotic is a bridge to connect the relationship between different regions, areas, districts and nations. Taking the lady in the picture for example, she can transfer the meaning of young, energetic, powerful, knowledge, and beauty to the people no matter where you are. This is the reason why so many designers want to enrich the semiotic elements in their advertisement for the attraction of their advertisement and there is no exception in the advertisement of Kitkan. The semiotic function in the advertisement will make the content of advertisements become diversity and colorful. Generally speaking, the semiotic sign is a connection for the cross culture or multinational culture communication and it is crucial to grasp this aspect. 

 

本文标签: 奇巧广告分析

[出国申请的essay要怎么写]欧洲奇巧广告essay分析Kitkat Advertisement Analysishttps://www.0592w.com/ESSAY/15862.html

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