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随着大众传媒的兴起与迅速发展,我们正处于一个由语言文字为中心的文化向以形象为中心的文化转型的时期,这种文化转型在消费社会中为视觉营销提供了契机和温床。本文以营销语境为立足点,以符号学的角度解读当下视觉营销中的“中国元素”之“中国红”的演绎。
With the rise and rapid development of the mass media, we are in a period of transition from a language-centered culture to an image-centered one. This cultural transformation provides an opportunity and a hotbed for visual marketing in a consumer society. This article takes the marketing context as the starting point and interprets the deduction of “China ” “China Red ” in current visual marketing from the perspective of semiotics.