符号学视野下的广告“述真方阵”

Analysis of“Truth Matrix”of Advertisementfrom the Perspective of Semiotics

广告“述真方阵”以格雷马斯和赵毅衡的“述真”理论为基础,构建了五种完整的广告符号表意与三种不完整的广告符号表意。但鉴于广告是一种跨越纪实框架与虚构框架的“跨界”文本,因而有必要进一步从真理符合论与真理融贯论两个维度对符号表意中的诚信/作伪意图,可信/不可信文本这两对关键性概念做出区分,这对于探讨广告如何通过虚构“述真”具有重要意义。然而,对于广告“述真”而言,真理符合论与真理融贯论仍然没有充分考虑到接受者对真实的反向构筑,因而需要借助“社群真知论”来评判广告中难以验证的真实部分。不过,过于倚重“社群真知论”也可能将广告“述真”的标准简化为广告传播效果的标准。由于广告“述真”涉及到发送者、文本与接受者三重因素,因而真理符合论、真理融贯论、社群真知论可以作为理解广告“述真”的三种具有差异性和互补性的理论视角。

Based on the A.J.Greimas Matrix and the Truth Theory put forward by Zhao Yiheng,“Advertisement Matrix”construct five complete and three incomplete semiotic signification.However,since advertising is a kind of“cross-border”text that spans the documentary framework and the fictional framework,it is necessary to distinguish the two key concepts of sincerity/falsification intention and credible/untrustworthy text from the two dimensions of truth conformity theory and truth integration theory,which is of great significance to explore how advertisements use“fiction”to tell the truth.However,for the“truth telling”of advertisements,the theory of truth conformity and the theory of truth integration still do not fully consider the reverse construction of the truth by the receiver,so it is necessary to use the“community truth theory”to judge the real part of advertisements that is difficult to verify.Nevertheless,it might simplify the criterion of“truth of advertisement”to the criterion of effect of advertisement if we only focus on the view of“community theory of truth”.As the“truth telling”in advertisement involves the three factors of sender,text and receiver,the theory of truth conformity,the theory of truth integration and the theory of community truth can be used as three different and complementary theoretical perspectives to understand the truth telling in advertisement.