Propaganda Of Agricultural Products Regional Public Brand Under The Background Of Rural Revitalization Symbolic Meaning Expression Research

The current world economy has entered the era of brand economy.my country is a big agricultural country with a small brand,and lacks reputable international agricultural brands.In this context,with the strong promotion of the rural revitalization strategy,China's agricultural brands will be shaped and regional public brands will be built.An important path and inevitable choice for my country to enhance its agricultural international competitiveness.The construction of regional public brands of agricultural products has emerged,and a good situation has been formed in which the government strongly promotes,enterprises take the initiative to create,and the society actively responds.Based on the natural resource endowment and unique geographic location,each region has launched unique regional public brands.From 2017 to 2020,China has held a total of four regional public brands and their brand value and influence index rankings,showing the characteristics of my country's rich agricultural resources and numerous types of agricultural products.Some regional public brands are centered on cities.The scattered regional public brands are systematically integrated to present the overall agricultural image in the region and spread the brand story.Based on semiotics as the research perspective and basic theoretical framework,this paper selects the well-known agricultural regional public brands across the country from 2017 to 2020.A total of 38 research samples are screened to explore the meaning expression process of symbols in the promotional film.Provide optimization suggestions for the creative process of the promotional film,and ultimately contribute to the construction of the regional public brand of agricultural products.This paper consists of 6 chapters.The first chapter is the introduction,which mainly introduces the research background and significance,research methods and relevant literature review.In Chapter 2,the author sorts out the concept evolution and development status of regional public brands of agricultural products,and summarizes the development process of public brands of agricultural products.Chapter Three,the author sorts out the visual symbols and auditory symbols in the promotional videos of regional public brands of agricultural products,and generally grasps the overall characteristics of the regional public brands of agricultural products in the selection of symbols.The fourth chapter is from the signifier of the sign,advanced to the signifier of the sign,and in-depth explanation of the meanings of image signs,text signs,color signs and auditory signs in phonetic signs,music signs and acoustic signs.Chapter 5,from the first level of signification system of signs to the second level of signification system,summed up the differentiated city image,inherited farming cultural connotation and implications of the agricultural product regional public brand propaganda film behind the symbolic expression.Traditional cultural values.Finally,Chapter VI summarizes the problem of symbol expression in the public brand video of agricultural products in the context of rural strategy,and proposes optimization suggestions.Studies have shown that the current development of regional public brand promotional videos for agricultural products is underway.As an important communication method for brand expansion and visibility,the construction of promotional videos has not attracted enough attention,and it has been released in the current regional public brands of agricultural products.In the promotional film,problems such as the single theme of the symbol unit,the homogenization of the selection of symbols,and the high repetition rate of sub-brands appeared.The author suggests that the creation of symbols can be enriched to increase the connotation of symbols;break the conventional associations between symbols,and make the symbols meaningful New connection;strengthen regional identification symbols and pay attention to symbol details,enhance the appeal of the picture,and innovate the creation of regional public brands of agricultural products,thereby enhancing the communication value of regional public brands of agricultural products,helping the development and construction of regional public brands of agricultural products,and fostering more Many Chinese agricultural brands with cultural heritage make them a new carrier and new symbol to the world.