符号学视域下影视跨文化传播在广告设计中的运用
The Application of Cross-Cultural Communication in Advertising Design from the Perspective of Semiotics
梁倩倩1
作者信息
- 1. 苏州科技大学,江苏 苏州 215009
- 折叠
摘要
近年来,我国影视产业得到飞速发展,影视跨文化传播受到充分重视.本文从符号学视域出发,科学分析影视跨文化广告传播特点,探索影视广告传播先决条件,明确视觉传播符号优势与作用.在此基础上,探索该视域下具体广告设计运用策略,广告设计人员应强化传播符号标出性,提升传播符号跳跃性,凸显传播符号视觉形象,以此取得良好影视跨文化传播效果.
Abstract
In recent years,China's film and television industry has been developing rapidly,and the cross-cultural communication of film and television has been fully valued.Starting from the perspective of semiotics,this paper scientifically analyzes the characteristics of cross-cultural advertising communication of film and television,explores the prerequisites of film and television advertising communication,and clarifies the advantages and functions of visual communication symbols.On this basis,explore the specific advertising design and application strategies in this perspective.Advertising designers should strengthen the marking of communication symbols,improve the jumping of communication symbols,and highlight the visual image of communication symbols,so as to achieve good cross-cultural communication effect of film and television.
关键词
符号学视域/影视跨文化传播/广告设计/策略应用Key words
semiotics/cross-cultural communication/advertising design/strategy application引用本文复制引用
出版年
2024
国家科技期刊平台
NSTL
万方数据