| The conception, culture and information of commercial service reflected in modern advertisements exert a subtle influence of leading and promotion from people's life style to the economic advantage of the whole society. Along with the change of modern science and technology with each passing day, the medium of advertising information communication is gradually diversifying, and the communication methods also become more and more abundant, such as newspaper advertisement, magazine advertisement, post advertisement, POP advertisement, handbill advertisement, outdoor advertisement, cartoon advertisement, showbiz advertisement etc. The enriching dissemination ways of the advertisement information make the consumers too busy to make proper responses.But it is remarkable that, no matter spread in which way, graphic signs always occupy a place and take an extremely important role in modern advertising communication. It will become the key factor to the advertising result whether the designer can create or use good graphic sign, or whether the graphic sign can develop its function and real value during the period of spreading. Therefore, the graphic sign in the modern advertisement and study of classification principle have considerably important theoretical and realistic meaning. Owing to the academic circles hasn't launched completely to this currently, there is space to go deeper into a research. This paper will combine related theories results on Semeiology, Communication, Design Methodology and Advertising with cases analysis to set up an original modern advertising graphic sign theory and communication mode. This paper is going to illustrate this point from the following aspects: In the introduction, this paper will build up a primary cognizing to the graphic sign in modern advertisement and research of communication principles through discussion about the research background, origin of the problem, purpose and meaning, summarization of literature and research methods.The first chapter is about sign and Semeiology. The paper will start with analysis of Semeiology theory, with the emphasis on interpreting the definition of signs, compare the similarities and differences of two founders of Semeiology in detail, and apply the traditional classification and the classical dissertation of signs given by Peircian, an American semeiologist, to the understanding of graphic signs. Besides, it will demonstrate the multilayer and diversification of graphic signs study, on the basis of a gradual transition from the development of modern Semeiology to the study of modern advertisement, to put forward a new visual angle and preliminary opinion.Chapter two is about graphic signs. It will combine the related theories and principled of graph research in Design Methodology with the signs theoretical foundation built above to focus on expounding the definition and classification principles of graphic signs. It will also analyze the function and value of graphic signs in information communication of modern advertisement and establish a communication mode theoretical foundation of graphic signs in modern advertisement.The third chapter will regard to the communication principium of graphic signs in modern advertisement. On the basis of the theoretical foundation built up in former chapters, it will make a research of communication mode of graphic signs in modern advertising, and bring forward an original one by dint of the fruit of info-science research and particularity of modern advertising communication. Consequently, it reveals, completely, the whole process of graphic signs communication in modern advertisement.In the epilogue, this paper will achieve an all-around conclusion of the research and expect the future of graphic signs study in advertisement. |
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