从符号学视角解读红色文化广告设计
INTERPRETATION OF RED CULTURE ADVERTISING DESIGN FROM THE PERSPECTIVE OF SEMIOTICS
杨莉莎1
作者信息
摘要
为了发展与传承中国红色文化,弘扬民族精神,传递正确价值观.文章梳理红色文化广告发展及现状,以《人民日报》广告版面及现有的红色文化广告为样本,从符号学视角基于皮尔斯符号的三分法从图像符号、索引符号、象征符号3个方面对红色文化广告中人物、建筑、文字、中国传统文化等各种元素进行研究,挖掘其广告设计构建的现实意义,使红色文化广告设计能够更加深入人心.
Abstract
In order to develop and inherit the Chinese red culture,carry forward the national spirit,transfer the correct values.Article combed the red culture advertisement development and the status quo,to the People's Daily AD pages advertising as sample,and the existing red culture from the perspective of semiotics based on Pierce symbols of the rule of thirds from image symbols,index sign,symbol of red culture characters in advertising,architecture,text,all sorts of elements such as Chinese traditional culture,excavate the realistic significance of its advertising design construction,so that red culture advertising design can be more deeply rooted in people's hearts.
关键词
符号学/三分构造法/红色文化/广告设计/图形表征方式Key words
Semiotics/Three points construction/The red culture/Advertising design/Graphical representation method引用本文复制引用
基金项目
宁波大学科学技术学院项目(YK202219)
出版年
2024
国家科技期刊平台
NSTL
维普
万方数据