烟草的符号性隐喻及其在烟草广告中的应用

丰富的符号性隐喻自烟草诞生之初便已存在,并随着烟草的世界性传播得到进一步的丰富和发展,并在烟草广告中通过不同的表现形式再现。通过梳理烟草的历史,特别是与烟草相关的文化史,总结出这些符号性隐喻,并对其在广告中的应用加以分析,可以帮助受众对烟草及其广告形成更为客观全面的态度。同时,随着人们健康意识的觉醒,控烟和反烟人士开始赋予烟草新的符号性隐喻,并在禁烟和戒烟广告中呈现和传播。

The Tobacco's Symbolic Metaphor and Its Application in Advertising

The rich symbolic metaphor of tobacco already existed since its birth ,and were further enriched and developed with the worldwide spread of tobacco and were reproduced in tobacco advertising through different manifestations..By combing the history of tobacco, especially related to the cultural history of tobacco, we can sum up these symbolic metaphor and analysis the applications in advertisements to help the audience to form a more objective and comprehensive approach to tobacco and its advertising. With the awakening of the people's health awareness, tobacco control and anti-tobacco given new tobacco symbolic metaphor and presented in the non-smoking and smoking cessation advertising .