试谈广告的符号学体现

The Semiotic Embodiment of Advertisement

随着社会经济的发展 ,广告已成为社会生活中不可缺少的一环。广告符号是符号系统中重要的一类。广告之所以是一种符号现象 ,是因为广告在完成自身传播经济信息的同时 ,积极地体现了文化内涵 ,反映了政治经济现象及社会的新动向 ,并重构着符号秩序。符号学作为新兴的学科 ,为研究广告这一符号现象提供了理论支持。同时广告的创作本身也体现了对于语言及非语言符号的应用。

With the development of economy, the advertisement occupies a vital position in human society as well as in semiotics. It embodies culture, economy and new attitudes of society, while achieving its “promotion' function. Besides, it also rebuilds the new order of semiotics. In the article, the relation between advertisement and semiotics will be discussed.