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当前的消费社会是一个广义的大众传媒时代,任何“物”、“服务”及企业等本身就是一种“媒介”、一个文学文本、一个符号,都会传达出新的“讯息”、拥有隐喻性文学文本层面新的解读方式、其早先的所指与能指会构成新的能指指涉出新的所指含意。而广告,作为人类社会内部言语符号与非言语符号的运用系统,其创作过程其实是对“物”、“服务”及企业等进行符号学的分析和编码,其目标就是要让目标消费者从“物”、“服务”及企业身上解读出他们想要的“讯息”、他们想要的能指与所指含意。
The current consumer society is a mass media era in a broad sense. Any “thing ”, “service ” and the enterprise itself are a “medium”, a literary text, a symbol, and will convey a new “Message” has a new way of interpreting metaphorical literary texts. Its earlier signified and signifier can form a new signifier that implies a new meaning. As an application system of speech symbols and nonverbal symbols in human society, advertising is actually a semiotic analysis and coding of “objects ”, “services ” and enterprises. Its goal is to make The target consumer interprets the “message” they want from “物 ”, “service ”, and the company, what they want and what they mean.