On Application Of Semiotics In TV Advertising

The society in which we are living is somewhat a kind of consumption society, and goods consumption is being replaced by sign consumption.People's consumption concept and value concept are changing gradually. Consumption nowadays shows the character of the sign consumption;that means when people comsume,they not only pay attention to the usage value and value, but also include"sign value".Television is the sign system of audio and video. It stimulates people's consumption desire, and creates new consumption trend and totem adoration through building meaning of sign. This kind of influence is deeply penetrating into people's daily life.This thesis uses specific cases to analyze television advertisement with research method of semiotics. The purpose is to find new developing space and key point of television advertisement from the view of semiotics. Using semiotics for research tool accords with developing rule of television advertisement. Advertisers take advantage of the arbitrary feature between signifier and signified, dismantle and reorganize the syntagmatic and paradigmatic relationship freely and make full use of metonymy and metaphor and other rhetoric to set up the signs'meaning of goods.However, audiences'unscrambling of meaning of building is not all obeyed under intrinsic meaning. According to Stuart Hall's research, audiences have their own unscrambling mode, furthermore, they may transfer and misunderstand the meaning of signs. So advertisers must use signs under elaborate inquiry and research; choose popular signs; endow signs with something signified; make goods different from other congeners; adjust and modify the building of signs'meaning on the base of audiences'feedback.In this society of signs consumption, we have to obey the rule and find the right developing direct and breakthrough point. Then a healthy and great consumption environment can be created for audiences, the future of television advertisement can be more beautiful!...