Saussure Semiotic Theory Analysis of Public Service Advertisements: A Case Study of CCTV Water Resource PSAs (2021–2023)

Public service advertisements are crucial in regulating general behavior, guiding positive public opinion, and promoting new social norms. This study aims to explore the role of symbolic expression in conveying information related to water resource protection in public service advertisements. The research focuses on water resource-related public service advertisements broadcasted by China Central Television (CCTV) from 2021 to 2023. Employing a qualitative analysis approach, the study utilizes Saussure’s Semiotics theory to analyze and elucidate the verbal, colors, images, and auditory symbols used in three selected advertisements. The research findings indicate that public service advertisements employ a comprehensive range of symbols, contributing to the enrichment of cultural content and achieving the goal of high-quality communication. Appropriately using symbols can enhance the audience's receptivity to public service advertisements’ favorable societal development concepts. This study is expected to inspire advertising creators to choose symbols and expressive methods more easily understood by the audience when crafting advertisements, thereby contributing to more effective communication.