An Analysis of Non-verbal Communication in Perfume Advertising毕业论文
1. Introduction 1
2. Literarure review 4
3. Theoretical foundation 4
3.1 Non-verbal communication 4
3.1.1 Definition of non-verbal communication 5
3.1.2 Classification of non-verbal communication 5
3.1.3 Foundation of non-verbal communication 6
3.2 Non-verbal communication in perfume advertising 7
3.2.1 Body language 7
3.2.2 Paralanguage 7
3.2.3 Object language 7
3.2.4 Environmental language 7
3.3 Function of non-verbal communication in perfume advertising 10
4. Concousion 12
Works Cited 13
An Analysis of Non-verbal Communication in Perfume Advertising
Nonverbal communications is one of the important contents of intercultural communication. In fact, Edward Hall published The Slient Language in 1959, which discusses the relationship between all nonverbal elements in time, space and communication. This work is regarded as the foundation of nonverbal communication.
People usually regard nonverbal symbols as the supplement and substitution of language. However, after examining the linguistic behavior and nonverbal behavior in communication, linguists and communicators have come to the conclusion that linguistic behavior only accounts for 35% of communication. Levine et al found in 1982 that volume, intonation and facial expressing convey more than 90 percent of the message when expressing subjective psychology such as feelings and attitudes. Therefore, nonverbal communication is indispensable in communication.
Swiss linguist Ferdinand de Saussure pioneered semiotic, saying that language is a system of symbols or signals in which people communicate with each other, using symbols and signifier to analyze pictures（1878）. They represent different meanings and connotations. Charles Sanders Pierce, the founder of modern semiotics, divided symbols into three types: image, representation and marking in On Signs (1986.p32). But there are only linguistic semiotics meanings. Roland Bart extended semiotics theory to the analysis of visual and popular culture. He established an effective relationship between semiotics and visual semiotics in linguistics. His mythology opens the field of view of symbolic analysis of more complex visual texts. One of the most familiar applications is the use of nonverbal behavior in commercial advertising.
In a video advertisement, the nonverbal communication elements include music, the image of the star spokesman, action, eyes, picture role image and so on. The nonverbal communication elements is an important part of the video advertisement, and inadvertently convey information to the target audience, and even some information language elements can not convey can be transmitted through these non-linguistic elements. Of course, if you do not pay attention to the nonverbal transmission of information, the audience has a different understanding of the advertising role gestures or demeanor may not achieve the desire effect of advertisers, or even counterproductive. Therefore, in a general announcement, equal attention should be paid to linguistic and nonverbal communication elements. If the nonverbal communication elements are used properly, the product concept in the publicity can be strengthened, and the advertising effect can be enhanced accordingly.
Nowadays, a variety of video advertisements can be seen everywhere, one of the most common of which is perfume advertising. In recent years, the global perfume market has developed steadily, and a large number of new brands have emerged, including some companies that have just involved in the perfume industry. For many consumers, perfume, like skin care products, is an indispensable daily product. Even in times of economic downtown, consumers never stop buying perfume products. They may buy small packages of perfume products, or they may only buy perfume products for socializing and other public places. However, profits in the perfume industry have not declined as the number of transaction has declined slightly. The best selling perfume in the world is Chanel No.5. Around the world, Chanel No.5 sells one bottle every half a minute and has been selling well for decades. The hot perfume market makes business more willing to put perfume advertise in TV.