从符号学透视广告冲突关系及其意义的表达以麦当劳婴儿篇为例

Advertising Conflict Relationship and Significance Expresses as Seen Through Semiotics： Taking McDonald＇s baby ads as examples

将符号学运用到广告学中有助于对广告进行新的解读。本文运用符号学对麦当劳广告婴儿篇中国篇和国外篇B的语言、音乐和图片等进行编码，分析其冲突关系和意义的表达，并对其中的文化差异进行了解读。

Semiotics can reinterpret advertising. This paper encoded the language, music and pictures of McDonald＇s Baby in China edition and foreign version B, analyzed the conflict relationship of them and how the significance expresses, and finally compared the cultural differences which were interpreted.