Traditional Video Advertising Semiotics Research On Beingmate Infant Formula

With the change of the audience value idea and the consumption idea, consumer consumption not only the product itself in the process of consumption, but also the symbol consumption of these products and on behalf of \"meaning\" and \"the connotation\". In addition to its use value and value of goods but also more added a symbolic value, thus symbol consumption gradually replaced goods. Builders and advertising as a symbol meaning, at the same time of delivering goods or services information, how to use the symbol construction of brand image, stimulate the audience's symbol consumption, this is a topic worthy of discussion.By beauty since entrepreneurship, but more than a decade, it has become one of the Chinese consumers of milk powder brand. In the process of building a brand image, by the United States always adhere to the "parent-child advisers, parenting experts" brand positioning, "to help parents and family health and happiness" brand tenet, and "life because of love, the world because of love and beauty" of the brand position. To a deeper level by beauty brand symbol meaning construction process, this paper is given priority to with semiotics and case analysis, from the bay for the video advertising symbolic elements, the meaning of the symbol and the symbol of the product innovation three aspects are analyzed. For video ads in character symbols, classifies the product symbol, environmental symbol respectively, which mainly analyzes the characters of type character symbols and characters of gender as well as the character of social relations; Symbols and products cover the product name, brand image, and image information; Environmental symbol including time and space environment symbol and emotional symbol in the background. Summarized by the United States mainly through and build family environment's setting mother women and the children of men to promote brand image.Based on the analysis of the symbolic elements, this article through the difference of symbols, symbols of meaning construction two aspects for the reader to present by beauty, the process of the use of advertising symbols and surrounding symbol signifier refers to innovation, brand symbol and symbols associated with cultural aspects that bei because beauty is the creative characteristics of advertising symbols, hope to be used for reference in the practical level of advertising.