Symbolic Analysis Of Ideology Construction In Sunrise Department Store Advertisement

With the change of the "dual structure" of consumption in the present era,the purpose of consumption gradually tends to the latter,the consumption of ideology,and the consumption of ideology is the consumption of symbols.The development of advertising science is becoming more and more popular.Attention.The initial result of advertising semiotics is a profound critique of the commodity economy and society.Through the interpretation of the symbols in the advertisements,it reveals the consumer ideology behind it and certifies the fact that the consumption of society is not the consumption of the material.The consumption of the symbol,the consumer is the pursuit of the meaning of the symbol of possession,advertising symbol of the greatest effect is the difference between the demands,and this difference is to help the division of the consumer class,as the main body of consumption is also passive division For different levels,which is advertising semiotics for the consumer society's profound criticism.After the scholars for the study of advertising semiotics,its academic weight is shifted to the symbol how to make the effectiveness of advertising,symbols how to shape the ideology of advertising and symbols in advertising communication mechanism.For advertising creators,this is a new academic point of view and has a high degree of practical guidance value.Advertising semiotics is to make up the "marketing effect theory" and "dissemination effect theory" the inadequacies of the way out,trying to solve the advertising effect of this theory and practice of the double problem.The study of advertising semiotics has both theoretical and practical help for advertising practitioners.This paper chooses the Sunrise Department Store series advertisement as the research object,tries to use the semiotic analysis method to explain the effectiveness of its advertising,study its advertising science and artistic fusion way,explore how advertising must follow the premise of the market strategy under the premise of the maximum The creative creativity of advertising,focusing on how to build symbols of its advertising ideology.