摘要
中国近代广告叙事对"差异化"的建构不仅仅是为了推销产品,塑造品牌形象,更为深层的是表征这种"差异化"的那些意义生产过程。它所要传达的是一种复杂的"自我"建构意向。有多种要素介入并影响了此过程:产品、文字、声音、影像、识别标记、行动者,以及建构它们或者由它们衍生的各种符号、象征和意识形态。因为意义总是处于不断生成和再造之中,而表征也是多脉络地往返于不同符号的"所指链"和"能指链"之间。"自我"被表征的同时,也在起着主动的表征作用。这种相互建构的过程既是在具体的"文本"和叙事中显现的,同时也关联到场境外更大的社会历史过程。正是不同力量之间协商和共谋,意义之间邂逅和抵达、区隔和平衡促成了"自我"的多重影像。
The production to differencizing of advertisement narration is not just the mold of products and brand-image. The deeper significance is the production process which represents difference. It reveals more complex "self" Constructivism. There are many elements involved and the impact of this process, products, text, voice, video, identification marking, actors and the various symbols, symbols and ideology which they construct or are derived from them. Because the formation and recreation of meaning is always in a constant recycling, and the representation is back and forth between the chain of "signifier" and "signified" in many threads. The "self" is represented and also play an active role in representation. This process that constructs each other is embodied in specific text and image, also link to the greater social historical process outside. It is the consultations and conspiracy between different forces, the interaction and differencizing and balance of the meaning that led to the "self" of multiple images.
出处
《学术月刊》
CSSCI
北大核心
2008年第11期118-124,共7页
Academic Monthly
关键词
自我
差异化
广告叙事
多重建构
self, differencizing, advertisement narration, multiple constructions