符号学视野下图像广告的意识形态分析

Ideological Analyses of Visual Advertisements in the Semiotic Visual Field

在一个遍布着图像广告的消费时代里,被图像的表层意义"迷惑"的消费者容易忽视图像广告背后的意识形态及其运作机制,导致非理性消费。在符号学视野下,路易斯.阿尔都塞的主体建构理论和罗兰.巴尔特的神话理论在解读隐藏在图像广告背后的意识形态及其运作机制中,尤其是人物符号的意义生成和环境符号的创设方面,可以为受众在面对形形色色的图像广告时提供一个批判性视角。

In the consumption age replete with visual advertisements,bewildered by the surface meaning of visuals,consumers tend to easily ignore the ideology and its working mechanism behind these advertisements,resulting in irrational consumption.In the semiotic visual field,subject-constitution theory of Louis Althusser and the myth theory of Roland Barthes provide a critical perspecitve in interpreting the ideology and its working mechanism behind the visual advertisements,especially in the meaning production of persona-figure signs and construction of environmental signs when viewers are confronted with various visual advertisements.