Advertising Visual Signs And Cultural Identity Communication From The Masses' View

With the increasing development of the mass media, advertising media becomes a necessary existence in people's life. The advertisement is not only an important economic measure in the commercial life, which links producers and sellers to consumers, but also becomes an important type of mass media, which exerts a subtle influence on our life and changes people's life concept, values, and habitudes. As a crucial cultural phenomenon of the mass media, advertisements acquire more focus in the field of culture study and society study. More and more researchers have noticed the social responsibility that the advertisement is to take as one mass media. Macro signs of advertisements, visual designs in particular, are endowed with different cultural significance. With the method of semeiology, from the cultural angle to study advertisement, we scan cultural signs in the advertising media, take a deep perspective on the advertising culture, grasp the essence of advertisements more deeply and roundly, comprehend ways of advertising communication, comment on effects of advertising media n order to make advertisements full of the significance of knowledge, science, art and culture in the form of content and modality, to make the advertisement really becomes a pleasing but not a imposed part in our life, not a hard persuasion but a culture and a living pattern of our society.