符号学语境下解读华为微电影广告《悟空》的视听语言隐喻

Interpretation of the Audio-Visual Language Metaphor of Huawei’s Micro-Film Advertisement “Wukong” in the Context of Semiotics

摘要: 2019年，华为在贸易危机的背景下发布了第一部用华为P30 Pro拍摄的竖屏广告电影——《悟空》，引发了网友热议。本文运用传播学中符号学相关理论，对华为《悟空》微电影广告的传播符号进行文本分析，发现短片中的视听语言符号不仅展现了自身产品，同时又讲好了华为精神。

Abstract: In 2019, against the backdrop of trade crisis, Huawei released its first vertical-screen advertising film, “Wukong”, shot with Huawei P30 Pro, which aroused heated discussions among netizens. This article uses the relevant theory of semiotics in communication to analyze the communication symbols of Huawei’s “Wukong” microfilm advertisement, and finds that the audio-visual language symbols in the short film not only show its own products, but also explain the spirit of Huawei.