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现代广告设计因其传播信息与精神内涵,其本质是就是一种对符号的设计。本文从符号学的角度来看平面广告设计,分析了几种经典符号在广告设计中的运用,从而提出符号学方法对广告设计的启示意义及作用。同时运用广告中所涉及到的传播以及营销的理念,论述了现代广告设计其根本就是一种符号的选择、重构、传播与消费。最后,提出了广告设计过程中符号运用的原则。
Modern advertising design because of its dissemination of information and spiritual content, its essence is a symbol of the design. This article from the semiotic perspective of print ads design, analysis of several classical symbols in the application of advertising design, and thus put forward the implications of semiotic method on advertising design and its role. At the same time using the advertising involved in the concept of communication and marketing, discusses the modern advertising design is essentially a symbol of choice, reconstruction, transmission and consumption. Finally, the principle of using symbols in advertising design process is proposed.