Semiotics Study On Implantation Effects Of New Media Advertisement Text

As a typical kind of we-media,WeChat official accounts have become a significant channel for advertising,especially for establishing and delivering commercial ideology,by means of constructing various textual symbols.The cultural official accounts are rather typical among them,as letter and visual symbols are embedded elaborately into media text for assisting content acceptance of readers and promoting commodities.In the process,producing and designing symbols for original text and ad text seems particularly vital.This paper studies and summarizes series of semiotic theories,including Saussure's Structural Linguistics,Roland Barthes' s Mythology,and other classical theories focusing on communication and advertisement study.Based on these theories and research,this paper explores the phenomenon of advertisement implantation in cultural official accounts.This paper mainly uses the experimental method and the text analysis method,we select three WeChat cultural accounts as research object according to their online influence.In the first step,according to the research indicators of the type of implantation,“simple occurrence” type,“combined embedded” type,“deep convergence” type,we screening six sample articles.Secondly,through the combination of experiment and depth interview with readers,we rank the degree of sample articles' communication effect by testing the degree of cognition,recalling,emotional and behavioral desire in the effect of advertising communication.Finally,we analysis the sample text from the perspective of Semiotics,trying to sum up the symbol encoding and operating methods of those cultural official accounts with good communication effect.The result shows that various of “vulgar symbols” were participated in the text for forming good communication effect.From the editorial composition of the letter and visual symbols,the text producer tend to take the “articulation” approach to extend the images' denotation and connotation,making the expression unique and vivid;from the type of implantation,“combined embedded” type and “deep convergence” type is morelikely to be accepted by readers.Further more,“intertextuality” strategy was found presented in the original text and ad text.Based on the study above,we suggest that more “vulgar symbols” could be used by text producers to keep in step with popular culture.Meanwhile,innovative articulation among text elements plays a significant role in combining original text and ad text,which could optimize the communication effect.