Plane Advertising Semiotic Analysis Of "King Of Glory"

In recent years,with the numbers of online game's users in China and the market income growing,many games' developers are intended to get users' attention,by using violence,pornography and other vulgar elements as a selling point for online games ads,which has already been exposed to the public view.So are those symbolic elements applied for advertising design of online games would be only limited to those situations?Or,nowadays,as online games and advertising content homogenized,how can we make our product go on a branding way?This paper has taken the online game "King Of Glory"as a study case and extract the plane advertisements delivered for the whole year in 2016 as a sample,combined with skills of content analysis and semiology,to analyze the selected samples in the perspective of advertising semiotics.This article has been divided into five chapters.The first chapter is about the study background,purpose,significance of the study,the objective,the sample's extraction,the method and the frame conducted in this paper.The second chapter is about key concepts'defining involved in this study and relating review.In the second part,first,it will defines the concept of online game advertisement,and explains the theory of semiology and advertising semiotics applied in the study.The third chapter is the key chapter of this study.Except for the classification of the semiotic elements contained in the extracting samples of online game print ads about "King Glory",which is based on the image symbol and the text symbol,it also conducts an all-round analysis on the graphic design techniques regarded as a symbolic form.As for Chapter 4,it will be discussed with the base of analyzed results in Chapter 3.Chapter 4 will consist of the contrasting analysis for the online game advertising symbolic composition and visual presentation at present,as well as giving proposal for the selection of combination and the way of presenting symbolic composition for online game print ads in the future.At end of this part,it will bring to the conclusion of this study.Through the plane advertisements symbolic analysis of the online game"King of Glory",the study found out that although the advertisement symbols are complicated,they alos have a clear track to follow.If the arrangement and selection of advertising symbols can be combined with the positioning of the audience of online game products and the game's own product features,believed that would brings certain reference to the design of online games'plane advertisements.