Research On Sports Video Advertising From The Perspective Of Pierce's Trigonometric Semiotics

With the reform of sports industry and the development of social economy,China is transforming from "big sports country" to "strong sports country".In such course,China needs to build the sport brand with influence cross the world,whilst promoting its development with powerful advertising marketing.The arrival of the era of "symbol consumption" and "video marketing",more emphasis should be laid to new challenges and opportunities faced with sport video advertisement.However,sports video advertising in China registers single content,the low audience recognition is low,and the limited economic value and social value to be created for the brand,far from meeting the development of these brands.Both development of the sport industry and the change of sports consumption mode have brought a new topic to the study of sports advertising: not only how to create,but also the deconstruction and acceptance of advertising by the audience.Semiotics provides a new theoretical perspective for the study of sports video advertising.However,in the past,most of the studies of sports advertising in the field of semiotics focused on the cultural interpretation and criticism of advertising from the perspective of linguistic semiotics,but the study was insufficient on the theory of Pierce's Trigonometric semiotics,another branch of semiotics.As a semiotics master as famous as Saussure,Pierce's semiotics theory should not be forgotten by scholars.In comparison,it is semiotics can explain the process of symbolic meaning and the core logic of symbolic construction more than traditional linguistic semiotics.Applying it to practical research,sports video advertising can be viewed and analyzed more comprehensively from two levels: the creator and the audience.This article mainly looks for the characteristics of domestic and foreign sports video advertisement in the symbol choice,the symbol presentation,the symbol logic construction and so on with the text analysis and the comparison research method,through carries on the text careful reading to the six advertisement,to seek a new way to interpreting Chinese sports advertisement creation by audience under the perspective of three-point semiotics.It is found that the logical choice of the symbol "Noumenon" and the creation of sports video advertisement around the symbol "explanatory item" can promote the effective communication of the symbolic meaning of the advertisement and the positive interpretation of the meaning of the audience,so as to enhance advertising identity,achieving the simultaneous promotion of the development of domestic sports video advertising and brand value.