Design Symbols Poster Advertising Information Dissemination

Semiotics is the discipline studies the general theory of the symbol. The semiotics method already applied to many ways such as linguistics, movie, play, building, industrial design at present. Introducing the semiotics method to poster design research, may lead poster design to construct the more precise design words system, also will make its object cognition to be more thorough. Poster is the plane advertisement category, is one of important manifestations in plane advertisement design . The plane advertisement design regards elements like graph , color as design symbol, through processing them , presents in front of audiences by the most ideal way. Thus causes symbol exerting its function fully, realizes advertisement promotion goal. Makes concrete to poster, its duty is on accurately translating the information to the visual symbol, transmits the specific information through these visual symbols. In a short time displays the actual transmission effect, causes the audience corresponding motion response.The main job of the paper includes:First elaborated the general principle of semiotics, and outlined the development course of semiotics. Briefed domestic and foreign situations using semiotics method to research advertisement and poster. Then analyzed the main problem existed in the project: Be short of semiotics research from poster; the analysis strategy is unitary; lacks the integrity assurance. And elaborated this article research content, the significance and structure of the whole thesis in this foundation.Studied symbol consumption and symbol significance operation in information spreading of poster, indicated consumer behavior of the audiences regarding poster demand has the intrinsic structure by consumption of materials and symbol holds, physiological function and significance function; pointed out by the effect of "dually speaks" , the specific scope value, belief and idea manifested by poster text affects the audiences. Analyzed the encoding mechanism and the decoding mechanism of poster symbol in information spreading, indicated posters must want to have the impulse and to shock the strength, first must from "the vulgar symbol" obtaining, and combine the symbol by the surmounted conventional encoding method, expressed the symbol with the way of strangest, most shocks. Initially discussed poster in-depth encoding mechanism: poster always can make one associate behind the picture section of complete narrating , devises a complete story. Using "the Hall pattern" studied decoding stage of the audiences to posters, pointed out the advertisement host can use "the consultative standpoint","the opposition code" consciously through the designers, causes the audiences to carry on the transformation and reading by mistake of poster symbol significance. Proposed the cultural special characteristic which contains in poster spreading information process:the design subject manifested the time culture idea, the design idea integrated the native culture, symbolic graphics transmissed culture value direction.Analyzed the three dimensional component system "can refer- refers to - the significance" , discussed semantic communication way which produces from the different type poster, studied semantic communication overall process of poster design information using the case. Emphasized context function in information spreading of poster design. Semantic communication of poster information can realize because of function of visual symbol and the corresponding unified context support.Discussed language construction type of poster, it is the symbol system belongs to the outside interdependence language construction rule. Analyzed transverse combination relations, the longitudinal polymerization relations of poster symbol. Pointed out by way of the constitutive whole, poster launches from these two ways, and can infinitely segment or deepening in these two directions. The significance of poster symbol system all along two directions, in the transverse combination direction is logical significance; in the longitudinal polymerization direction is communication association, metaphor, symbolic significance. discussed the specific grammar principle such as the balance, the rhythm, the cadence, the contrast which poster symbol should follow,pointed out each visual symbol united according to certain grammar principle, basis the specific information in poster vision language, finally constituted an identical whole—text of poster design.discussed the symbol characteristic in poster design: the cognition, the esthetic, asking the opposite sex, the contraposing, the multiplicity. Because of the characteristic of poster, the visual language of poster design distinguishes between other plane design. Proposed may divide poster symbol into two big levels from the semantic symbol composition relations: Independent symbol semantics, combination symbol semantics. From transformation of poster design connotation, analyzed the influence on choosing symbol, and pointed out three basic symbol operating methods: symbol accession, symbol union, symbol iteration; Analyzed poster design process detailedly using poster design example, combining theories above, understood the design symbol vocabulary, the operating methods and the language construction rule roundly, and understood these factors' vital role in semantic communication of poster information.In summary, the paper mainly analyzes poster by the brand-new angle from semiotics theory, opens up semiotics research area, is helpful to the theory instruction of poster design. From the stratification plane of poster symbol, seeks significance and taking audiences' emotion experience of poster symbol system in information spreading, this may provide the way for seeking the intrinsic spreading mechanism which poster has an effect, for designers by more creativity enlightenment, has certain application value to poster design domain.