符号学横组合／纵聚合理论及其对广告的运用

A Kind of Semiotics Theory And Its Function to Advertisements

广告魅力的秘诀在于制造意义，而意义产生于符号的编码和解码。广告是一种符号系统，当代符号学将帮助广告学建设更为精确的话语体系，破译广告意义产生之谜，本文将引入符号学的横组合／纵聚合关系理论，对广告现象加以分析，尝试更为精确地描述广告的编码／解码过程。

The charm of advertisement lies in the meaning creating, and the meaning arises from the encoding and decoding of signs. Advertisement is a system of signs. The current semiotics can help the study of advertisement develop a more accurate discourse and decipher the secret of the ad. meaning generating. This article will use the theory of syntagma and paradigm in semiotics to analyze some advertisement and try to describe the course of encoding and decoding of advertisement more accurately.