广告意义的生成——符号学和读者反应理论的视角

The Formation of Advertisement Meaning——from the Perspective of Semiotics and Reader Response Theory

本文从符号学和读者反应理论两个视角考察广告意义生成的过程,认为在符号学视野中,广告是一个意义封闭的自足体,其意义的产生只与广告本身有关;在读者反应理论的视野中,广告是一个开放的意义场,受众决定广告的意义。虽然受众的个体差异会导致其对广告理解的不同,但他们的共同特征才是其解读广告的关键影响因素,正是这些共同特征为广告设计者和受众的意义共享提供了基础。

This paper deals with the forming process of advertisement meaning from the point of view of semioticsand reader response theory. The author points out that advertisement is a close system of meaning from the standpointof semiotics, yet it is an open field of meaning from the viewpoint of reader response theory, for the audiences deter-mine its meaning. Although the differences of audiences can cause different understandings of advertisement, it is theirsimilar characteristics that are the key factors of interpreting advertisement, and make the audiences and designers of ad-vertisement share its meaning.