符号学视野的广告策略与修辞

The Advertising Strategy and Rhetoric in the Symbol Perspective

广告是社会文化的产物,消费社会的广告符号发端于丰裕社会人们对意义差异性的需求。广告创作方向是运用超越真伪的语言,为商品附加额外的价值,使之从以前的"有用物"蜕变为"被附加某种意义的符号"。在具体的修辞创作中,广告符号的运作深入汲取并契合了符号理论的精华。

The term of advertising is the product of social culture, advertising symbols of this society originated in people＇s needs of different significance in a affluent society; Advertising creation is to use language to add extra value of the commodity, making which from some of the ＂useful thing＂ to be ＂some meaning symbols＂; In specific rhetoric creation, operations of advertising signs deeply absorb the essence of Symbol Theory. This article tries to seek realistic basis and theoretical interpretation on advertising strategy and rhetoric, mainly from aspects of the symbols cause, creative direction and strategy.