品牌的树立与维护是品牌推广重要途径。本文从符号学角度出发,探究符号学视角下品牌推广的方法,以绝对伏特加平面广告设计为例,探究了其广告内涵这一重要产品品牌符号的变化对于其品牌塑造和推广的重要作用。研究表明,作为产品最显著品牌符号的产品广告,其变迁会显著影响产品在消费者心中的地位,优秀的产品广告符号会在很大程度上提升产品的品牌价值,同时让产品的品牌推广更加具有说服力与吸引力。 Brand establishment and maintenance is an important way of brand promotion. This article explores the method of brand promotion from the perspective of semiotics and the example of absolute vodka print design, and explores the important role of the change of advertisement brand, an important product brand symbol, in brand building and promotion. Research shows that as the product of the most significant brand symbol of product advertising, its changes will significantly affect the product’s position in the hearts of consumers, excellent product advertising symbol will greatly enhance the product’s brand value, while product branding more Persuasive and attractive.