摘要
Being of semiotics, advertisement discourse provides people not only with delighting colors, outlines and constructions but enlightening sounds. As a result, it is more of a realization of social culture than of economics. This paper, from the point of semiotics, discusses advertisement discourse under the social cultural background, together taking some Chinese advertisements for instances.
作为社会语言符号存在的广告不仅需要从视觉上给人以赏心悦目的色彩、轮廓和构造，还需要在听觉上给人以豁然开朗的语音、声调、和韵律。此时，广告话语体现的不仅是推销者的经济目的，还是一种对社会文化的阐释。对广告话语的解读离不开其赖以生存的社会文化语境，本文就是以汉语广告为例，从话语的本质着手，继而谈论宏观社会文化下的广告话语语言。
