This paper aims to study the application of traditional visual symbols in advertising design in the context of globalization, analyze the significance and value of the application of traditional visual symbols from the perspective of the external modeling language and the internal implication based on Roland Barthes’ semiotics theory, and explore the innovative application of traditional visual symbols in modern advertising design to enhance the value of its connotation application. Based on the classification and cultural attributes of traditional visual symbols, the application status of traditional visual symbols in advertising design was summarized. According to the semiotics theory of Roland Barthes, this paper analyzed the denotation and semantic connotation of traditional visual symbols in some advertising design works, and probed into the significance and value of their application in modern advertising design from three aspects of time, symbolism and functionality. Then, guided by relevant design cases, this paper explored the innovative application of traditional visual symbols in modern advertising design from two aspects of “form” and “meaning”, and analyzed its future development direction and effective ways. Globalization provides diversified cultural resources for modern advertising design, but also has a strong impact on the dissemination of Chinese local cultural symbols, so consciously inheriting traditional visual symbols has become a key point that cannot be ignored in contemporary advertising design. As the “form” and “meaning” as an opportunity to the traditional visual symbols used in the advertisement design, combined with the modern aesthetic and visual design method, through the form of refined reengineering, the path to the traditional visual symbols to borrow mix expression, modern design can create more advertising works with Chinese culture connotation, development and carry forward the Chinese traditional culture, and fully embodies the Chinese traditional culture and modern business culture.