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Journal of Humanities, Arts and Social Science

ISSN Online: 2576-0548 ISSN Print: 2576-0556 CODEN: JHASAY
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ArticleOpen Access http://dx.doi.org/10.26855/jhass.2024.01.023

Semiotic Analysis of Chinese Ink Elements Images in Advertising Posters Based on Analyzing the Global Brands in China

Zhaowen Li, Hongwei Li, Albert Young Choi*

Graduate School, College of Design, Hanyang University ERICA, Ansan, South Korea.

*Corresponding author: Albert Young Choi

Published: February 22, 2024

Abstract

This paper explores the application of C.S. Peirce's semiotic theory in analyzing the use of traditional Chinese ink painting elements in global brand advertising posters in China. It provides background on ink painting's history and aesthetic style as a cultural symbol. The paper outlines Peirce's triadic semiotic model of signification through representamen, object, and interpretant. This framework is applied in case analyses of posters by brands like McDonald's, Doctor Who, and Disneyland, examining how they incorporate ink painting techniques, symbols, and composition. The semiotic analysis reveals how this traditional visual vernacular aesthetically fuses with brand identities and products to communicate cultural affinity. Findings suggest effective localization strategies expressing brand narratives through evocative artistic styles and motifs rooted in heritage. The paper highlights how semiotic evaluation can inform culturally attuned communication. Further research could expand analyses across more brands and campaigns. This study contributes perspectives on Chinese tradition's modern interplay with global branding and advertising.

Keyword

Semiotic, Chinese Ink Elements, Advertising Posters

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Copyright

© 2024 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
https://creativecommons.org/licenses/by-nc-nd/4.0/

How to cite this paper

Semiotic Analysis of Chinese Ink Elements Images in Advertising Posters Based on Analyzing the Global Brands in China

How to cite this paper: Zhaowen Li, Hongwei Li, Albert Young Choi. (2024) Semiotic Analysis of Chinese Ink Elements Images in Advertising Posters Based on Analyzing the Global Brands in China. Journal of Humanities, Arts and Social Science, 8(1), 140-144.

DOI: http://dx.doi.org/10.26855/jhass.2024.01.023