The Research On Overseas Advertisements Of Media Image (Print Ads)

It is a time that the media's products are extremely sumptuous. It is a time that the media's environment is fast changing. It is a time that the audiences' custom of reading, watching and hearing is transformed suddenly. It is "the image orientated time" coming in the media world! Such transformation means that when people decide which kind of media to select, they care not only about the product and the service, but also about the symbol value, the relational value, the significance, and the approval identity. Such transformation also urges the media organization to give enough attention to the dissemination of media image, the most obvious symbol of which is the massive deliveries and the mature development of media image's advertisements. The advertisements of media image reflect the media organization's central value and audiences' individual value orientation. This kind of advertisements have the economy, culture and social function as well as the artistry. They are deeply rooted in the hearts of audiences by undertaking "the public relations" but not "the peddling function" so that the audiences show lasting loyalty and reputation to them. The overseas media pay more attention to the dissemination of their public image, and spare no effort delivering the media image's advertisements. As a good result, European and American media image's advertisements almost monopolize all the awards for media image ads section in recent year's (2000 to 2007) global five big ads' events. Comparatively, our country's media image's advertisements lack the systematic research combining science, culture, and art together in theory, especially the empirical study based on massive advertizing copy. In practice, we still need the experience about ads' localization, creativity, performance and delivery.In view of the fact above, the article attempts to put the semeiotics explanation and the content analysis on the rewarded print ads on media image's section from global five big ads' events(2000 to 2007), exploring the characters in the rules of delivery, the uses of visual transmission, and the values of advertising slogan. Based on the research above, the article will finally expounded how do the media image's advertisements affect audiences' individual value in order to raise the audiences' loyalty and fine reputation about the media organization.