The Use And Expression Of Symbols In Film Andtelevision Advertising In The Context Of Visual Communication ——Take The Great Wall Of China Advertising Award Entries As An Example

With the growing prosperity of video technology and the film industry,the importance of visual symbolic communication is evident as the volume of explicit visual information grows.As one of the most important events in the Chinese advertising industry,the award-winning works of the Great Wall of China Advertising Awards have naturally received great attention and are regarded as a benchmark for the industry.At the same time,the rapid development of the short-form video industry has a certain impact on the traditional platform of film and television advertising,so it is imperative to study film and television advertising in the new era and new industry.Therefore,this paper will use the empirical research method,textual analysis method and case study method to carry out the research.The works of film and television advertisements that won gold,silver and bronze awards in the China Advertising Great Wall Awards from 2017 to 2020 are selected for quantitative and textual analysis of the use and expression of symbols in film and television advertisements from multiple levels and perspectives.The study starts with the analysis of the symbolic composition of the Great Wall of China Advertising Awards film and television commercials,and carries out preliminary statistics and conclusions from three levels: "reality","technology" and "ideology" respectively.Secondly,a cross-analysis of the various research categories is conducted to arrive at a more objective pattern of symbol use and expression from the perspective of visual communication;secondly,the connotations and meanings of symbol use in film and television advertisements are analyzed from the levels of "new national trend","visual carnival" and "meaning mapping".The current situation of the use and expression of four symbols,namely,"new Chinese trend","visual carnival","mapping of meaning" and "floating of energy",is combined with the theories of symbolic markedness,metaphor and metonymy,regulation and counter-regulation,and carnival to deconstruct and explore some film and television advertisements.In the end,the study presents the immersive and interactive representations,artistic and diversified presentations of the use of symbols in film and television commercials,and proposes suggestions to balance the social attributes and humanistic values of film and television commercials,in the hope of providing certain research ideas for the creation and viewing of symbols in film and television commercials in the future.