广告创意的符号学思考

The Thinking of Semiotics in Advertising Creativity

符号学与广告创意在不同层面相互关联。本文通过对符号学、广告创意的概念及其功能探究,分析符号学在广告创意的不同层面的创新活动,通过对符号与广告图像,符号与广告文案等方面内容的分析,对符号与广告创意之间的关系做了进一步梳理。在符号学的核心层面对广告创意的影响做了进一步的探究。并对符号学在广告创意方面的具体应用提出了创新思路。

Semiotics and advertising creativity are interrelated at different levels.In this article,by exploring the concept and function of semiotics and advertising creative,we analyze the innovation activities of semiotics in the advertising creativity at different levels.By analyzing the content of symbols and advertising images,symbols and advertising copy,etc,we further sort the relationship between symbols and advertising creativity.We have put forward innovative ideas about specific application of semiotics in advertising creativity.