论广告的编码与解码

Encoding and decoding the information in advertisement

运用符号学中编码和解码的概念,对现代广告的传播方式与传播过程进行了分析,对受众的信息接受过程,解码时产生的符号意义转移进行了阐释,并从符号学意义上对广告传播中的主、客体关系进行了论述。

This thesis applies the encoding and decoding in the symbolicaddressing to analyze the communicative method and communicative processin the modern advertisement. Meanwhile,it illustrates the transfer of the symbolic meaning encoded by the accepted audiences in the course ofinformation acceptance and discusses the relationship between the subjectives and objectives in the advertisement communication accordingto the theory of the symbolic addressing.