The Analysis Of Advertising Sign In Chinese FMCG Ads

Taking the Fast Moving Consumer Goods (FMCG) Ads which are close to people's daily life for example, this paper tries to penetrate the social environment vicissitude through decoding the advertisement signs and cultural phenomena.The author holds the opinion that the FMCG not only offers the consumers substantial functional satisfaction, but also provides the symbolic satisfaction coming from the 'Sign Consumption' in society. The application of signifier, signified and signification embody this double satisfaction. The double satisfactions above are implemented by three mechanisms.Beginning with the introduction of semiotics, this paper reviews the development progress of advertising semiotics of the Chinese mainland as well as western and Chinese advertising sign. Followed with the three essential points of sign, namely signifier, signified and signification, the author decodes some typical FMCG Ads with semiotics for case studies so as to find the functional mechanism of advertising sign and the satisfaction brought to the consumers.Last but not least, research methods such as case study, induction, content analysis and qualitative research are used in this paper which covers a knowledge background of semiotics, communication, sociology and psychology.