Study On The Hot Event Communication Of Brand From Advertising Semiotics Theory In The New Media Age

Under the new media environment,brand online hot topic or event marketing become more and more popular,different hot events emerge in an endless stream,the way of hot marketing by brand are also varied.Only in the 2016 Rio Olympic Games,from the opening ceremony,to Chinese won the first gold,the girl to marry Fu Yuanhui,Qin Kai Hezi,Lin Li wars,women's Volleyball Championship,during the 17 days,different types of hot events appeared one by one social media,there are many opportunity for brands to launch a marketing communication.This study uses case study method,with a large number of outstanding advertising as an example from the Rio Olympics,through the perspective of semiotics,advertising semiotics,to analyze whether there exist some modes about this kind of advertising,and what is of it,Then to analyze the strategies of it.At the same time,it will also find the lack of brands advertising refer to hot topic and hot event,and to come up with some proposal.In this study,it was found that,brand encode their product information or brand information with the hot event information to generate a new advertise according to some basic mode,and the meaning of the advertise will communication to audiences through a certain way,brands can use some strategy like metaphorical advertising rhetoric to enhance the communication result.The advertise building process is divided into three steps: decoding the symbols,advertisers encoding advertise and audience decoding of it.The construction mode can be divided into two categories,meaning transformation and the symbols reorganization.Based on the above research,the study further discuss the current situation of brand hot marketing.Then give some suggestion about it.Hope that this study can fill the lack of academic research on the online hot topic advertise,and provide a reference for marketing or advertising practitioner.