Semiotics Perspective Of Advertising Content Analysis Of The Republic Of China

The period of the republic of China is an important period in the transition from tradition to modernity: the republic of China is not only the beginning of modern advertising,but also the first peak of the development of modern advertising industry.Capitalists use advertising for the market both at home and abroad,to compose the advertising of the republic of China.In the study of advertising in the republic of China,the yuefen brand poster is an advertising form that can't be opened.Commercial and artistic fusion let elegant appearance of Shanghai yuefen brand poster has been widely spread.And as the birthplace of the yuefen brand poster,the development of the Shanghai yuefen brand is the most prominent.Artists such as zheng mantuo and hang zhiying have created a wide range of yuefen brand poster shares in Shanghai.After saussure,Roland Barthes introduced the linguistic model of saussure into the study of popular culture.He published a series of semiotics,such as mythological rhetoric,semiotics,iconography,and so on.On the basis of the semiotics of saussure,he creatively proposed the secondary ideographic system,and integrated the study of symbols into the social background and cultural system,and searched for the more profound meaning behind the symbol's denotation.This provides a theoretical basis for the interpretation of the meaning construction ofsymbols in images.This article is based on the thoughts of semiology,Roland Barthes reading the symbol of Shanghai yuefen brand poster,explore the reasons for the success of Shanghai yuefen brand poster from these image symbols and denotative meaning the connotation of the meaning behind it.Finally,it extends the thinking of semiotics in advertisement application to modern advertisement.