Implicit communication and cultural symbols in advertising: an applied analysis from the perspective of media semiotics
Year: 2025
Type: article
Abstract: Implicit communication in advertising goes beyond the mere transmission of product information; it subtly engages the audiences emotions, values, and sense of social identity through the strategic use of cultural symbols, thereby influencing consumer behavior. This paper aims to explore the mechanisms of implicit communication in advertising and its impact on consumer behavior, highlighting the critical role of cultural symbols in the communication process. By analyzing how advertisements skillfully employ symbols to resonate with the audience's emotions, values, and sense of belonging, this study reveals that advertising is not merely a vehicle for information dissemination but also a form of deep cultural and social exchange. Drawing on the theoretical framework of media semiotics, the paper provides analytical support for uncovering the hidden cultural meanings behind advertisements, offering insights into how symbols construct emotional resonance and social identity, ultimately shaping consumer decision-making.
Author: Jingyuan Liu
Institution: Yunnan University
Language: English
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409681086