摘要
广告往往是图文的有机结合体。作为一种特殊的话语,本文强调从社会符号学的角度来分析广告,将广告的语言和图像都看作是表意的符号,在互为作用、相互依存的动态符号系统下对广告进行分析。并通过实例论证了社会符号学在广告话语分析中的可适用性和优越性。
An advertisement is generally an organic integration of language and picture This paper stresses that as a special discourse, an advertisement should be viewed from the perspective of social semiotics, and that both its language and picture should be viewed as interactive and interdependent signs in its dynamic system. Besides, the applicability and advantages of social semiotics in advertising analysis are explored.
出处
《安徽理工大学学报（社会科学版）》
2005年第2期56-61,共6页
Journal of Anhui University of Science and Technology:Social Science
关键词
社会符号学
广告
话语分析
social semiotics
advertisement
discourse analysis
