| According to the communication science, advertising is substantially an activity to crossmit semiotics, in another word, an approach to convey the information about the goods or service through the carrier of semiotic, such as language or visual image. Advertising involves an operation of semiotics in marketing activities in terms of the usage of marketing. The so-called originality and advertising strategy concerned can be interpreted by the following two ways: what kind of semiotic should be chosen to demonstrate goods or service, how to bring about brand value by making use of a semiotic. Cross-cultural advertising communication is fundamentally based on the interaction of semiotics in different cultures, which involves a complicated process full of cultural elements.The thesis attempts to analyze the advertising semiotic in cross-cultural communication from macro and micro points of views respectively, from which the inner communication system can be obtained with effective communication. At the macro level, it traces the history of the study of semiotics, dividing the study system of cross-cultural advertising semiotic into three parts: analysis on advertising text, the ideology of advertising and study on the literacy of advertising semiotic.At the micro level, the thesis intends to study the rules and regulations when cross-cultural advertising communication is used by means of text analysis. The author believes that advertising semiotic forms the surface structure of cross-cultural advertising text by way of the exchange of the signifier and the signified, and of the restructuring of the syntagmatic and the paradigmatic; the demonstrating--identifying system, the co-existence of proximity and strangeness help to form a deeper logic for cross-cultural advertising text. Given the cultural conflicts and channel disturbance, cross-cultural advertising texts are usually misinterpreted. That is the reason why there need to establish relevant semiotic strategy in the cross-cultural advertising communication. The semiotic strategy of advertising must contribute to the establishment and perfection of the semiotic system of global brands and to the realization of advertising semiotic strategy in the following two aspects, one is the "width" of the integration of advertising semiotic and the expansion of brand semiotic system, the other is the "depth" connection of advertising semiotic and continence of brand semiotic system. The thesis explores to establish an advertisingthinking of "semiotic effectiveness", to combine the semiotic producing and the strategy of cross-cultural advertising communication, to adopt suitable strategy for advertising media in the semiotic circulation process, as well as to promote the completeness of literacy system of the audience by means of semiotic exchange. |
