| 摘要: |
| 通过商品符号结构、 符号与环境的契合度二方面来分析现代户外广告设计中符号语境的构建过程， 并结合案例加以说明。阐述了符号语境的构建可以将广告中的信息塑造成更加完整的传播形态。从而使信息更好地得到传播， 也能使受众更加容易接受、 理解与选择， 进而能够更好地实现有效信息的传递以及提高信息传播的价值， 进一步了解符号语境的运用在户外广告中的重要作用。 |
| 关键词: 户外广告 符号语境 构建 |
| DOI： |
| 分类号:J524.3 |
| 基金项目: |
|
| The Construction of Symbol Context in Outdoor Advertising Design |
|
WANG Rong1, QIN Sui-ming1, CHEN Li2
|
|
1.Shaanxi University of Science & Technology，Xi′ an 710021，China;2.Chongqing Construction Enginerring Yuyuan Construction Decoration Co. Ltd.，Chongqing 401122，China
|
| Abstract: |
| Combined with description of typical cases, construction process of symbol context in modern outdoor advertising design was analyzed in two aspects of symbol structure and the fit between symbol and environment. It elaborated that construction of symbol context could build the information which contained in advertisement into more integrated propagating state, promote the spreading of information, help the customers to understand and accept and make better choice easily. Thus efficient information transfer can be realized better and the value of information spreading can be increased. Finally, the importance of application of symbol context in outdoor advertising design was further understood. |
| Key words: outdoor advertising symbol context construction |
