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美国大学论文:广告中非语言性象征的控制和操纵

帕特森(1988)指出,人们使用非语言线索与周围的世界交流。人们发现,很多人都使用这些语言和非语言的暗示来与周围的世界交流。他的结论是,通过控制语言和非语言线索,可以从观众那里获得更多的联系和需求反应。

广告应该使消费者相信产品或服务符合要求。应该进行营销努力来说服消费者。除了内容之外,还有一些隐藏的符号需要关注,以便与观众建立联系。所有这五种解读都聚焦于过程的细微差别。通过对非语言隐性象征的控制和操纵,可以产生更积极的反应。通过关注广告中的非语言线索,人们更容易被说服。当代的受众接受依赖于非言语交际。这些被观察到在不同的门户和介质。除了语言,人们还会使用一些其他的非语言交流来联系和反应周围的世界。这是一个细微的过程,在过去已经证明是有效的。

美国大学论文:广告中非语言性象征的控制和操纵

Edell(1988)详细讨论了隐藏在广告表现中的象征意义。这是一种更微妙的表达方式,旨在向人们伸出援助之手。这些都是观众基于对问题理解的内在潜力而感知到的隐含隐喻。隐藏的象征必须与观众或文化的先入之见产生共鸣,才能使产品满足需求。Kim(1992)也支持了Edell基于韩国和美国的比较分析得出的许多结论。观众感知的方式是基于他们固有的文化取向和他们对问题的微观家庭动态。基于宏观文化视角,可以构思出更广泛的信息。人们感知问题的基础是他们的文化教养和对周围世界的反应。莱温斯基(2015)试图分析社交媒体上关于人类情感细微差别的视频帖子。研究发现,观众更容易接受非语言交际模式。观众以一种无意的水平来衡量非语言的反应。这是一个更现代的研究,关注于沟通的基本原则。奥尼尔和拉皮茨基(1991)的研究表明,人们的着装选择反映在接受广告的观众身上。与其他因素相比,穿着得体的人有更积极的观众反应。本研究的结论是,人在与世界交流时具有一定的中心特征。帕特森(1988)在阐述这一意识形态时还指出,人类行为的原则在许多情况下是相似的。这些可以被操纵和操作,以满足消费者的需求。

美国大学论文:广告中非语言性象征的控制和操纵

Patterson (1988) states that people use non-verbal cues to communicate with the world around them. It has been found that many of the people are found to use these verbal and non verbal cues to communicate with the world around them. He essentially concludes by stating that by controlling the verbal and the non verbal cues, there can be more connection and requires responses can be obtained from the audiences.
An advertisement should convince the consumers that the product or service will meet the requirements. There should be marketing efforts developed to convince the consumers. Apart from the content, there are the hidden symbolizations that needs to be focused to connect with the audience. All these five readings are focusing on the nuances of the processes. By controlling and maneuvering the non-verbal hidden symbolization, there can be a more positive responses. The people can essentially be convinced more easily by focusing on the non-verbal cues in the advertisements that are presented. Contemporary audience reception is found to depend on the non-verbal communications. These were observed in the different portals and the mediums. Apart from words, people use a number of other non-verbal communications in relating and reacting to the world around them. This is a nuance process and has proven to be effective in the past.

美国大学论文:广告中非语言性象征的控制和操纵

Edell (1988) discusses in detail about the symbolism that is hidden in the presentation of the ads. This is a more nuanced formulation of reaching out to the people. These are the hidden metaphors which the audience will perceive based on their innate potential of comprehension of the issues. The hidden symbolizations must resonate with the preconceived notions of the audience or the culture in order to make the care that the product will meet the requirements. Kim (1992) also bolsters many of the findings of Edell based on the comparative analysis of both Korea and America. The ways in which the audience perceive are based on their innate cultural orientations and their micro familial dynamics of the issues. There can be broader messages conceived based on the macro cultural perspectives. The people perceive an issue based on their cultural upbringing and reacting to the world around them. Lewinsky (2015) tried to analyze the social media video posts about the nuances of the human emotions. It was found that the audience were more receptive to the nonverbal communication patterns. The audience gauged the nonverbal responses in an unintentional level. This is a more contemporary research that focused on the basic tenets of communication. O’Neal and Lapitsky (1991) research indicated that the attire choice of the people reflected in the audience receiving the advertisements. The people who dressed appropriately had more positive audience response when compared with other factors. It was concluded in this research that the people have certain central characteristic when they communicate with the world. Elaborating on this ideology Patterson (1988) also states that the tenets of human behavior are found to be similar in many instances. These can be manipulated and maneuvered to meet the consumer requirements.