从符号学角度审视电视广告

The Analysis of TV Advertisement from the Semiotic Perspective

成功的广告创意应该使该广告成为标志某一产品个性的符号。在现代社会,商品竞争日益激烈,广告事业不断发展,利用符号学知识进行广告创意显得尤为重要。作为当代社会最活跃的消费文本之一,电视广告自然也倍受学者们的关注。本文结合对符号学研究产生深远影响的符号学家索绪尔、皮尔士、雅各布森、巴尔特等人提出的一些基本理论,包括能指与所指、组合与系统、外延与内涵、隐喻和转喻,分析了维系电视广告秩序的各个符号元素及其相互之间的关系、组合效果和受众可能对广告符号的理解以及广告符号将会对受众产生的影响。

A successful advertisement should be a conspicuous symbol of a product. Nowadays, it is of great importance to apply semiotic knowledge in the field of advertisement. The present paper concerns itself with a semiotic study of the issue of TV advertisement. A brief introduction of TVadvertisement and seniology is given in the first part. Part two concerns itself with the analysis of TV advertisement from the semiotic perspective, which forms the focus of the paper. It covers the theories of signifier and signified, paradigmatic relation and syntagnatic relation, metaphore and uetonymie, connotation and denotation respectively advanced by Saussure, Peirce, Jakobson, Roland Barthes etc. Part three ends the whole paper with the conclusion that there is close relationship between semiotic theory and the originality of the TV advertisement.