这是一项关于日本茶饮料广告的符号学研究。作者以当代市场营销、广告、大众传播和现代流行文化的一个重要交汇点——符号学为理论工具,结合广告效果的考察,对当前日本茶饮料营销传播中的大量生动的广告符号进行了系统研究。在总结现代西方市场符号学和广告符号学发展的基础上,作者探讨了在“全球一体化”背景下,发挥传统东方传播智慧,创建能更有效地服务于现实的“东方符号学”体系的可能性。 This is a semiotic study of Japanese tea drink advertisements. Based on the semiotic theory as an important meeting point of contemporary marketing, advertisement, mass communication and modern pop culture, the author systematically studied a large number of vivid advertising symbols in the current marketing and communication of tea beverage in Japan the study. On the basis of summarizing the development of modern western market semiotics and ad semiotics, the author explores how to play the traditional oriental wisdom and create the “Oriental Semiotics” system that can serve the reality more effectively under the background of “global integration” possibility.