广告“能指”和“所指”之间的矛盾分析

Contradiction between "signifier" and "signified" in advertising

针对当下广告语言中,广告能指脱离商品本身,所指漂移的问题,依据索绪尔关于语言符号的能指和所指理论,借助结构主义的思想,探讨了广告"能指"和"所指"之间的矛盾激化现象。研究表明:在当下广告语言中,"能指的漂移"导致"所指的漂浮",最后会导致社会道德价值观的迷失。在广告的"能指"与"所指"之中,更应保持二者之间的和谐统一,才不至于传播误导信息,危害社会。

In view of the divergence of ＂signifier＂ from goods and the floating of ＂signified＂ in advertising language, Saussure＇s ＂signifier＂ and ＂signified＂ together with structuralism were adopted to discuss the stoked contradiction between ＂signifier＂ and ＂signified＂ in advertising. Studies have shown that the drifting of ＂signifier＂ leads to the floating of ＂signified＂, which will end up with the fall of social morality. Therefore, harmony should be kept between advertising ＂signifier＂ and ＂signified＂ to further curb misinformation or even harm to society.