现代社会商业化的高度发达造就了广告的迅速发展。当商品在日常生活中占有主导地位的时候,当现代信息媒体以“仿真”组构起一个再现声音、色彩、立体感等一应俱全的外部世界的幻景的时候,符号消费开始进入消费体系。广告是一个符号确立、塑造、实现的过程。因此,对现代的广告的研究,就无法回避符号。广告使用视觉符号、文字符号和音响符号进行信息传递。现代商品的极大丰富以及消费者的消费知识的广泛接 The highly developed commercialization of modern society has created the rapid development of advertising. When commodities dominate daily life, symbolic consumption begins to enter the consumption system when the modern information media uses the “simulation” group to construct an illusion of an external world full of sound, color and three-dimensionality. Advertising is a symbol of the establishment, shaping, the process of realization. Therefore, the study of modern advertising, you can not avoid the symbol. Advertising uses visual symbols, text symbols, and acoustic symbols for information delivery. The richness of modern goods and the extensive consumption of consumer knowledge