Study On The Image Of Public Service Advertising For Anti-epidemic In People's Daily

Among the many public service advertisements published in People's Daily during the anti-epidemic period,many elements such as body image,architectural image,props image,natural environment image and humanistic image appear many times.Taking symbolic rhetoric and decoding as the main line,through analyzing print advertisement one by one or combination,the author intends to find the unique thought and emotion of advertising subject contained in image.This paper first combs the semiotics principle,inter-subject aesthetic thought,and the application of media criticism theory paradigm in print advertising,and analyzes the rhetorical and decoding process of image symbols of print advertising text during the epidemic situation of People's Daily.Then,the image and image of public service advertisement in People's Daily are repeated,and the ideology is released by image from the philosophical point of view,and a complete advertising research and analysis system is constructed.The purpose of this paper is to construct the common meaning space and express the complete connotation of the image.The study holds that the image of print public service advertisement in People's Daily during the period of anti-epidemic is based on the conception and imagination between the subject,object and subject.People's Daily,through the experience of the realm of the object,the gestation of the subject's aesthetic mind,the clarity and blending of the subject-object ideology.Highlight the narration of goods and life,the positive characters of ordinary people and heroes,the self-identity of cultural meaning construction,so as to create the cultural connotation of image —— unite as one,overcome the difficulties of confidence,and present the bright beauty of life.People's Daily as a traditional paper medium.On the one hand,the image of advertising can simplify the propaganda content,convey the relevant policies of epidemic prevention,and guide the correct trend of public opinion.On the other hand,the connotation of traditional media's cognitive mode,thinking mode and communication mode of images is more philosophical and leads people to think and transfer value.The role of imagery is to promote the People's Daily anti-epidemic advertising from "a drop in the ocean" to "Ganges sand ".Furthermore,as a typical text of advertisement during the epidemic situation,the advertisement layout of People's Daily interprets the image logic behind it.From the content point of view,body image is a tool to use self-consciousness in externalization;architectural image combines historical background and modern technology;natural image gives meaning to life;props image has endogenous function;Humanistic image is an indispensable soul in advertising.From the point of view of advertising implication,advertising from realism,vividness,creation;from concrete limited objects to infinite time and space;from image masking to ideological clarity,to realize the aesthetic category of art ontology.At the same time,advertising images are also alerting people to the present and arousing a series of thinking about politics,economy and society.To some extent,advertising returns to its own reading era,obscures the essence of the audience's existence by appearance and being made,and it is undoubtedly successful to integrate the values and philosophical ideas of Chinese culture into the works of anti-epidemic public service advertising."People's Daily" anti-epidemic advertising with its unique function and role in the eyes of the audience to gain a position in the epidemic period with a fair and objective image of people's recognition.At the same time,the theme of advertising communication is used to make the power will operate the discourse,to reveal the emotion of the advertising subject with the image,and to achieve a good reception effect by relying on the meaning of intention.Audience enjoy visual feast,advertisers seek commercial status,and ultimately achieve a win-win situation.