雪碧品牌广告的符号学透视

Analysis of Advertisement of Sprite Brand From the Semiotics Perspective

广告与符号学联系紧密,广告本身就是一种符号系统,借助多种多样的能指形式,如文字、图像、影像等物质媒介来传递广告主的意愿。以雪碧品牌广告为例,从符号学角度探究品牌广告是如何运用各种符号来实现意义的传播,完成广告神话的建构。

Since the advertising is a kind of semiotic system,so the advertising correlates intimately with the Semiotics.Different signifiers are used in the ads,such as words,images,videos etc.,to deliver the intentions of advertisers.From the perspective of semiotics,this paper analyzes the logos of soft drink Sprite and study how to realize the expression of the meaning and how to complete the construction of the advertising brand name.