Research On The Semiotics Of China National Image Advertisement

Under the age of globalization, the number of exchanges and dialogue between differentcountries is increasing, countries are consciously take the initiative to shape and improve theimage of the country, as a shape and an important means to promote the image of thestate,national image became the best carrier that transfer countries’ image to the world. Chinalaunched a "made with China" national image advertisement in2009, during President hu’svisit to the United States, the national image advertisement " Character articles " also waslaunched in New York’s times square at the same time, lately launched the " Angle articles ",these national image advertisement were not only attracted worldwide attention, but alsoChina’s image has been effectively spread and ascend.we live in a world where is full of symbols, symbols、human civilization and people’s lifeis closely linked，we use the symbols to express meaning, we use the symbols to createmeaning. Semiotics now is developing in the fields of linguistics, literature, communicationand culture. National image advertisement essentially is a process that a variety of symbolsgenerate meaningful meaning, the spread of national image advertisement is the broadcastingof symbolic meaning.How the different visual symbols can effectively spread is one of the urgent problems ofthe national image construction under the different countries in different context and ideology.This paper mainly utilize semiotics as a theoretical support, combined with communication,linguistics, sociology of knowledge to expound symbol transmission of national image. Theintroduction includes the purpose and significance of the research; summarized the relatedresearch, and the research method and the innovation point. The first chapter defines therelated concepts. The second chapter discusses the narrative structure of Semiotics in Chinanational image advertisement, which study from the three aspects: view, elements and thesyntagmatic and paradigmatic relations. Research the national image advertisement from theform of semiotics. The third chapter discusses the nature of myth of national imageadvertisement: research the signifier, signified and means, point out that the myth of theconnotation as well as the myth is how to elaborate national image advertisement from thesemiotic significance. The fourth chapter discusses the international spread of China national image advertisement’s interpretation of the symbols and its causes. To see the practical effectof national image advertisement symbols generated. The last chapter discuss the constructionof national image advertisement and learn from successful cases,such as India, South Korea,Japan and American. Which mainly from four aspects: the integration of advertising symbol,the construction of symbol narrative structure, the integration of media and "I model","hemodel" and "combine model ". Pointing out the paper’s analysis just for construction.