| In the contemporary social life of the AD is everywhere, and the application of symbol in the AD affects people’s behavor and activities more easily in the way of culture intuition, is promoting the formation of people’s value idea, and with an invisible ploy to guide people’s idea, softly with traditional and contemporary social criticism of the spirit and the advocated virtue, especially some public ADs take such social responsibility. Every AD is the representation of the sociel spirit of every age, so the research of the AD increase the social function of advertising, it guides the update of people’s idea and takes people a spirit enjoyment by combination of the high grade ideological content and artistic. Whether commercial advertisements or welfare advertisements, its main purpose is to express the propaganda images, and the application of symbol in the advertising shows the audiences the most essential of the expressor more imagable and intelligible.The research of thesis takes advertising slogan under the concept of advertising slogan itself as an object to researc, the research method of thesis is on the basis of traditional research methods which is focus on the object study, symbol theory, and the slogan as a starting point for research, carry out a set of completely relative methods between advertising language and linguistic symbols, provide an effective reference of form and inner meaning, surface and deep structure in the next slogan creative design, which is the innovation in the field of symbol theory and methodological. By a detailed analysis of relationship between the advertising slogan, symbol theory, slogan and symbol theory and application of the theory of symbols slogan and combing of these important symbols theory, by the means of theory and practice, the intent is the semiotic communication in a number of offshoot, to better grasp the relationship of theory and practice, to provide a new way of thinking for the development research of slogan. |
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