电视广告在最近几十年已经成为主要的宣传工具。为了能够吸引消费者眼球,广告制作人做了很多尝试,尤其是在广告语、画面、声音上做到突出。本文将从符号学的角度分析嘉士伯啤酒广告是怎么突出以上效果,达到电视广告宣传的目的。 Television advertising has become a major advocacy tool in recent decades. In order to be able to attract the attention of consumers, advertisers have done many attempts, especially in the slogan, picture, voice to make prominence. This article will analyze how Carlsberg Beer Advertising highlights the above effects from a semiotic point of view, to achieve the purpose of television advertising.