| The semiotic school of John Fiske’s communication studies views communication as the production and exchange of meaning.Therefore,the production and exchange of the meaning of advertising graphic symbols can be an important part of the message communication.Advertising is aimed at conveying information about goods,and the audience completes the cognition of products by receiving advertising information,so that information communication is formed between advertising and audience.Through its meaning production and information exchange,advertising graphic symbols can accomplish the dual purpose of advertising and audience to achieve effective information communication.In addition,the advertisement will communicate its message through the audience’s ability to interpret and create a unique point of view,and the audience will know the purpose of the advertisement by receiving the advertising graphic symbols with personality,so such advertising graphic symbols can form the information interaction between the advertisement and the audience.On the one hand,the communication and interaction formed by the advertising graphic symbols enhance the effectiveness of the advertising message,and on the other hand,they make the audience know the product and thus generate consumption behavior. |
