电视广告的核心是设计创意。随着时代的发展,广告设计创意进入了新的阶段,但它往往并不完整地表达产品信息,反而着力表现出模糊性、间断性、反叛、变形等“不确定”因素,用断裂式、零散化的方式来实现广告符号创意的突破与创新。同时,将符号创意与文化景观相结合,使商品和服务要传达的隐含价值内化在文化景观符号之中。本文试图通过探讨文化景观符号创意的表述逻辑, Television advertising is the core of creative design. With the development of the times, advertising design creativity has entered a new stage. However, it often does not express product information in an integrated manner. Instead, it focuses on factors such as ambiguity, discontinuity, rebellion, distortion, etc., Style, fragmented way to achieve the creative symbolic breakthrough and innovation. At the same time, the combination of symbolic ideas and cultural landscapes has internalized the hidden values ​​conveyed by goods and services in cultural landscape symbols. This paper attempts to explore the creative logic of cultural landscape symbolic ideas,