Research On Design Method Of Plane Public Service Advertisement Based On Semiotics

Advertising is one of the main information that people receive in their daily life.Plane advertising has become a major form of advertising.Under the influence of funds and policies,the design level and the transmission efficiency of public service ads are low,and the current situation of development is not optimistic in China.It is imperative to find a proper way to improve the level of graphic public service advertising design and improve the efficiency of communication.The transmission process of plane public service advertisement is that the designer expresses the theme of public service advertisement with the combination of image,text and so on,and passes it to the audience through the carrier,then the audience interprets it again.This is the process of "coding" and "decoding" in semiotics.Based on the theory of semiotics,this paper analyzes the semiotics characteristics of excellent design works,and summarizes the design methods.According to a large number of papers,the Saussure theory of semiotics and the theory of Peirce's camp semiotics were summed up.The classification,design principles and problems faced by the public service ads were discussed,and the relationship between public service advertising and semiotics was found.The symbol constitution,function construction and semantic construction of the plane public service advertisement were discussed.According to the classification of public service advertising,a large number of advertisements of two types of subjects,including environment and resources,safety and health,were selected to conduct questionnaires,and each group was received three higher plane public service advertisements.The six advertisements were analyzed from the semiotic point of view.The principles of signifier and signified,intension and denotation,sensibility,emotional expression,rhetorical method,coding and decoding process and so on were analyzed.The principle of semiotics in public service advertisements was summarized.Based on the above analysis,the discussion and design practice of the design method of public service advertisement were carried out.From three aspects of design theme and design orientation,design symbol extraction and design performance,the design method of plane public service advertisement is discussed in detail.In the design and positioning stage,the cognitive degree of the user's emotional factors to the symbol is considered,and the audience's psychology is fully understood and studied.In the stage of symbol extraction,the symbol elements related to the subject are extracted,and the symbols are used in a comprehensive way.The rhetorical technique is applied to the symbol.The way of expression is implicit and profound.The word symbol expresses the theme.In the stage of design,it needs to be integrated into the aesthetic principles,to control the quality of the symbols,and to have aesthetic sense in the design of composition and color collocation.This design method is used to design the plane public service advertising that stipulates the subject.The results of the design are verified by the method of questionnaire survey,and the results show that the three plane public service ads have a strong innovation and have a profound impression on the audience.So,the design method is effective.