广告的语义传递和创造过程

The Process of Meaning Transfer and Creation in Advertising

符号学的中心议题是符号的功能及意义的产生过程。符号学理论可以预示某个广告所能产生的意义并确定广告中的文字与图像是否能被人们理解为广告商所要表达的意思。运用符号学的理论和概念来分析广告,可以更深入地了解广告信息的结构和不同层次意义的构成,让人们更好地理解广告的意义传递和创造过程,以揭示广告的含义。

Semiotics as the study of signs concerns the exchange of messages and the systems of signs that underlie them. The discipline of semiotics may be used to predict what the advertisement may mean to the audience, to determine if the words or visual material will be understood by the public in the way the advertiser intended. The theory and concepts of semiotics may also be used to analyze the structure of figurative advertising to obtain a better understanding of the process of meaning transfer and creation in figurative advertising.