新媒体语境下广告符号演绎的主客体关系及功能研究

The Research of the Function and Relationship between Object and Subject of Advertisement Signs in New Media Context

语境是一种言语发生的环境,包括言语的和非言语的。新媒体语境使广告主客体角色发生了转换,广告主体的态度和演绎逐渐退隐到幕后。广告符号演绎过程的开放性、对话性和深度卷入性,使广告主客体的功能组织发生了演化和变迁。广告客体语境的拓展,为广告客体从被动的客体身份逐渐转变为积极的参与者和书写者创造了可能性,广告符号演绎呈现出主体与客体功能模糊与交叉的泛化趋势。同时,广告的营销功能和传播功能日趋增强。

Context is an environment for language occurrence, including verbal and non-verbal. Under the new media context, attitude and interpretation of ad subject gradually retreated into the background. Openness, dialogism and deep involvement of the deductive process of ad signs has made the change of the function of ad subject and object. The development of ad object context creates the possibility for the change of ad object from passive objective identity to active participant and writer gradually. Ad signs interpretation shows a cross-functional and fuzzy generalization trend between object and subject. Meanwhile, the functions of advertisement marketing and communication can be enhanced.