符号学视域下央视春晚家国题材公益广告的文化认同建构
The Construction of Cultural Identity in CCTV Spring Festival Gala’s Public Service Advertisements with Family and Country Themes from the Perspective of Semiotics

在全球化与媒介融合的背景下，文化认同的建构成为国家软实力提升的重要议题。作为主流媒体之一的中央广播电视总台，承担着传递国家主流意识形态、塑造民族形象的责任，其将家国一体的主旋律作为央视春晚公益广告最主要的情感基调，通过符号系统的表意实践，成为建构文化认同的重要载体。本文基于索绪尔的语言符号学与皮尔斯的符号三分法，系统分析了2013年至2025年35则相关公益广告的符号运用策略。研究发现，通过视觉、听觉及身体隐喻等多模态符号的协同表意，广告将个体情感升华为民族认同，实现主流意识形态的隐性传播，为新时代文化认同建构提供了符号学视角的实践范例。
In the context of globalization and media convergence, the construction of cultural identity has become a crucial issue for enhancing national soft power. As one of the mainstream media, China Central Television (CCTV) bears the responsibility of conveying national mainstream ideologies and shaping the national image. By adopting the overarching theme of national unity and collective identity in its Spring Festival Gala public service advertisements, CCTV has transformed into a significant vehicle for constructing cultural identity through the ideological practice of semiotics. This study systematically analyzes the semiotic strategies employed in 35 relevant public service advertisements from 2013 to 2025, based on Saussurean’s linguistic semiotics and Peirce’s triadic model of signs. The findings reveal that through coordinated signification of multimodal symbols, including visual, auditory, and bodily metaphors, these advertisements effectively elevate personal emotions to national consciousness, achieving implicit dissemination of mainstream ideologies. This research provides practical exemplars from semiotic perspectives for cultural identity construction in the new era.