试论广告画面与广告语的传播关系

On Communicative Relation Between Advertisement Appearance and its Language

本文从广告传播的角度来考察画面与语言的关系,分别从语言学、传播学、符号学等方面来论证广告画面与广告语二者之间的关系,并将之概括为非语言符号与语言符号的传播关系;从微观的层面论证了二者之间存在着互补、重叠、升华三种关系。

The article analyses the relation between advertisement appearance and its language from advertisement communication theory as well as basing on the linguistics , semiotics. The relation can also be described as the communicative relation between non-linguistic signs and linguistic signs. From the level argument of tiny view thetwo aspects have repalr, lap over, sublimate three kinds of relations with each other.