Research On The Narrative Expression Of The Representation In Advertisement

The theory of "speech,image and meaning" has a long history in ancient Chinese literature and is closely related to the narrative expression of people's real life.From the images of the hexagrams and hexagrams in the first ZhouYi to the images of the later saints,the meaning has been fulfilled.After the tang dynasty,the theory of"state" in Buddhism was added,and the theory of "speech,image and meaning" had evolved into more profound connotations such as "state" and "state".At the same time,there are some common points between the study of images in "speech,image and meaning" and that of western semiotics.As a category that can be considered with text structure,advertising works also contain the use and combination of images in the creation of advertising works.Starting from the traditional view of speech,image and meaning in Chinese literary theory,this paper studies the concept of "image" in advertising and the use of"image" in advertising narrative based on the relevant theories and viewpoints of western semiotics and linguistics,and puts forward three concepts of "image","image" and "image" commonly used in advertising.At the same time,taking the Chinese liquor industry,which is deeply influenced by Chinese traditional culture and has its own unique cultural connotation,as an example,the paper summarizes four functions such as basic meaning,symbol,metaphor and association in advertising narration.At the same time for advertising in resort to rationality,resorting to the perceptual,resort to ideology and so on three different narrative context the use of "like" is analyzed,finally to the development of new technology brings the change of the era of the proposed the wisdom of the era of media advertising as the choice of time,space,expanded,and the choice of diversification and personal emotional four characteristics.