Semiotic Study On Core Socialist Values PSA

The 18th CPC National Congress proposed to actively cultivate and practice "core socialist values".Public service advertising is an effective way to display social norms and moral order,and to convey the concept of spiritual civilization to the general public.This has become an important carrier for spreading "core socialist values".The symbols in public service advertisements are the most basic units for constructing advertising texts.How to use symbols to express the significance is the most important issue for advertising producers.Therefore,to explore how public service advertising texts express advertising themes,we should deeply understand the symbol ideographic manners,laws of linguistic symbols,image symbols in the PSA texts as well as the influence of the accompanying texts that are on the margins or hidden behind the texts.In this way,the value of the symbols can be found and the level of the understanding of the text can be increased.This article combines semiotic theory foundations such as semiotics,linguistics and rhetoric;analyzes the generation of symbolic meanings in public service advertisements by means of semiotics,understands the construction of symbol implication systems of public service advertisements texts;and explores symbolic values in public service advertisements.This thesis firstly clarifies the research content of PSA text.The advertising language is the direct expression of the advertising text.The linguistic symbol and the image symbol complement each other when constructing the significance.Secondly,by analyzing the significations of the sign and the level of significance,combining example argumentation,quantitative analysis and qualitative analysis,the symbol ideographic approach of the PSA is clearly defined.The accompanying text not only provides a means for constructing significance of the text,but also serves as symbol receiver.Interpretation of the text provides a wide range of cultural backgrounds and possibilities.Finally,from the perspective of public service advertising authors,we explore the ways to realize the symbolic value of public service advertisements.This study enriches our understanding of PSA advertising texts.It provides a broader research perspective for PSA research based on the perspective of semiotics and realistic evidence for advertising theory research.It also guides PSA creation and practice innovation from an application level.