符号学视阈下湖南城市形象宣传片视觉传播策略分析

摘要

From the angle of semiology and based on three dimensions of signification,this thesis takes 25 publicity films as samples, analyzes the classification of sign, meaning of the sign, the characteristics of the application of the sign relevance and the cultural connotation, to distinguish the general and specific characters of Hunan’s city publicity films in the process of communication and draws a conclusion on its visual communication strategies.%从符号学角度出发，以符号表意的三个层次为分析维度，以收集到的25部宣传片为样本，重点对宣传片中符号的分类、符号的内涵意义、符号关联手法的运用特点、符号背后的文化内涵等几个方面展开分析。通过这一研究来辨别湖南省城市形象宣传片在传播过程中所呈现的共性与个性，并以此为依据对其视觉传播策略进行总结。