A Study On The Symbolic Narration Of Black Black Sesame TV Advertisement In South China

With the development of economy, people’s consumption desire is unprecedented enlarged, followed by the consumption of goods made in symbol consumption. In addition to the commodity use value and exchange value, also has symbolic value dimension. In this paper, semiotics as the breakthrough point of advertising communication study, to clarify the concept of "consumer" and "symbol". No consumption,there will be no guidance and promotion of commercial consumption of commercial advertising; without any advertising symbols, we can not build any advertisement. TV ads, as one of the mass media,it coverage wide with its audio-visual features with the use of symbols.In this paper,I adopts literature research, text analysis and design practice of a combination of research methods. First of all, I take semiotics as a theoretical tool of this research, combing the origin and initial development, grasp the theoretical tools for decoding of TV advertising; Second,I take 11 TV commercials of the Nanfang Black Sesame for almost 30 years as a sample for text analysis, to study the mechanism of language effect, reveals its effect on consumer’s secret.I selected TV advertising samples which for the same brand communication at different times. The symbol system is a relatively independent between each other, and at the same time with the same brand gene. Based on the semiotic theory of deconstruction, I want solve some questions.For example,How to select the symbol,how to use these symbols in the narrative, how to take the symbols into the minds of consumers, and how to make the product, service or brand information in TV ad accepted by consumers. Third, I try to summarize the methods of symbolic innovation in television advertisements in order to break through the limitation of TV media and to guide my creation of graduation design. I fully respect the advertising appeals of the Nanfang Black Sesame in my graduation creation.They want me to planning a campus campaign for its new product " Nanfang Black Sesame milk", and creative a series of ads.In this study, I focus on how to select the consumer favorite original symbol, how to highlight the product homogeneity in countless symbols in differences, and how to create meaning and significance of symbols and so on.In this study, I using the method of semiotics, respecting the rule of visual media,taking the TV advertising under the framework in the symbolic and finding the meaning of advertising creation and dissemination. In this paper,I hope I can make my contribution to take the advertising semiotics theory into practice.