从语义性到语用性:大学校徽的符号属性研究

From Semantic to Pragmatic Attributes:On the Semiotic Features of University Badge

校徽是大学形象建构的媒介,同时也是多模态语义建构的典型载体。文章基于实例从符号学角度分析了大学校徽语义属性的原型与变异以及其语用性介入与理据。在阐释大学校徽"言"、"象"、"意"的语义性整合过程中,兼以语用学理论为指导,分别从关指大学校徽符号属性的语用充实、隐义激活以及言语行为序列等三个维度探讨了大学校徽的语用性理据所在,力求为大学校徽中形象建构元素的元性阐释提供理论参考。

As the vehicle for university image construction,the university badge is also a multi-modal medium for semantic construction.The paper here attempts to offer a systemic analysis of university badges via semiotics and empirical cases,with special heed to the semantic stereotype and variability as well as pragmatic intrusion and motivation of university badges.While demonstrating the semantic integration of ＂words＂,＂images＂,and ＂ideas＂ in university badge,we intend to launch a pragmatic exploration into the pragmatic dimension of them through pragmatic enrichment,implicit meaning activation and speech act serials,with a hope to offer some theoretical reference for the meta-explanation of university signs with regard to identity construction.