The Brand Meaning Construction Of Serial Advertising In Semiotics

Advertising is a kind of symbol,it in addition to convey special business supply and demand information,more mainly for consumer goods is a kind of "meaning".This kind of "meaning" through the ads to convey goods put on the symbols of coat to the consumer.In order to adapt to the changes of consumers’ lifestyle,its symbolic form also presents diversity and novelty.Serial advertising as a kind of advertising form,its uniqueness lies in its starting from the overall thinking,based on the meaning of brand,product design for a series of symbols finery,thus in the gradual subtly affect consumer’s perception of the product and its consumption behavior,and then to convey brand meaning to consumers.This article mainly from the semiotics to research the meaning construction of series brand,NewBalance574 primary colors as the research object,from its text symbols,situation symbol,character symbols and media symbol four aspects specific to analysis how 574 primary colors serial advertising through further transition to the choice of symbols of connotation and denotation of a series of construction NewBalance574 primary color advertising brand meaning,and to summarize the problems the serial advertising on brand meaning construction should pay attention to.