摘要
近年来,我国影视产业得到飞速发展,影视跨文化传播受到充分重视。本文从符号学视域出发,科学分析影视跨文化广告传播特点,探索影视广告传播先决条件,明确视觉传播符号优势与作用。在此基础上,探索该视域下具体广告设计运用策略,广告设计人员应强化传播符号标出性,提升传播符号跳跃性,凸显传播符号视觉形象,以此取得良好影视跨文化传播效果。
In recent years,China's film and television industry has been developing rapidly,and the cross-cultural communication of film and television has been fully valued.Starting from the perspective of semiotics,this paper scientifically analyzes the characteristics of cross-cultural advertising communication of film and television,explores the prerequisites of film and television advertising communication,and clarifies the advantages and functions of visual communication symbols.On this basis,explore the specific advertising design and application strategies in this perspective.Advertising designers should strengthen the marking of communication symbols,improve the jumping of communication symbols,and highlight the visual image of communication symbols,so as to achieve good cross-cultural communication effect of film and television.
作者
梁倩倩
LIANG Qianqian(Suzhou University of Science and Technology,Suzhou 215009,China)
出处
《鞋类工艺与设计》
2024年第4期78-80,共3页
SHOES TECHNOLOGY AND DESIGN
关键词
符号学视域
影视跨文化传播
广告设计
策略应用
semiotics
cross-cultural communication
advertising design
strategy application
