浅议文化符码在广告设计中的应用

Research on the Cultural Code in Advertising Design

本文以符号学原理为理论依据,针对目前我国广告设计界存在的“本土文化迷失”现象,试图在传统符号研究的基础上,引入文化情境的概念,从而界定广告设计的文化符码,探索构建设计文化符码理论的有效途径,以达到整合并操作本土文化资源,提升广告设计价值的目的。

This text aims at phenomenon of “local culture missing” existing in advertising design field our country currently, according to the principle of semiotics, and tries to definite the concept of “cultural code” in advertising design through leading the cultural context to the research of traditional sign. this research aim is setting up valid path of cultural code and to attain integration of the native cultural resource, promote advertising design valance.