符号学视域下的媒介形象研究——以我国征兵广告为例
A Study on the Media Image from the Perspective of Semiotics—A Case Study of China’s Recruitment Advertisements

近年来，随着征兵的热潮，每年全国广播电视都会围绕“强国必须强军，军强才能国安”的重要指示精神，制作出一批征兵主题的公益宣传片，这些宣传片在一定程度上能够激发广大青年参军报国的热情，从而达到宣传的效果和目的。本文将从符号学的视角出发，以近几年我国主流媒体所发布的征兵广告为例，对征兵广告中的媒介形象进行具体分析和研究。
In recent years, with the trend of conscription, every year the national radio and television industry has produced a batch of public welfare promotional videos with the theme of conscription around the important directive spirit of “a strong country must have a strong military, and a strong military can ensure national security”. These promotional videos can to some extent stimulate the enthusiasm of young people to participate in the military and serve the country, thereby achieving the effect and purpose of publicity. This article will start from the perspective of semiotics and take the recruitment advertisements published by mainstream media in China in recent years as an example to conduct specific analysis and research on the media image in recruitment advertisements.