广告不仅是一种劝服性的视觉传播方式,更是一种商业文化,对于社会经济的发展具有导向和促进作用。本文从广告文化学、符号视知觉原理的角度提出:广告设计要倡导讯息传播的社会生存语境、建构内外统一的广告符码、释放广告观念性空间的视觉张力。 Advertising is not only a persuasive way of visual communication, but also a business culture, which plays a guiding and facilitating role in the development of society and economy. From the perspective of advertising culture and symbolic visual perception, this paper proposes that advertising design advocate the context of social existence of information dissemination, construct a unified internal and external advertising code, and release the visual tension of advertising conceptual space.