摘要
广告作为商业活动不可或缺的媒介,有其重要的符号意义。广告的符号意义又有其特殊性,运用符号学理论可以更深入地理解广告所要传达的意义,包括其内在涵义及其隐含的其它意义。本文拟从符号学的角度分析日常生活中的某些广告,联系人们的消费观念和广告对人们的观念可能造成的影响做出细致的分析并试图探讨隐藏在广告背后的文化内涵。
Advertising,as an essential part of commercial activities, is of great semiotical significance. The significance of advertising, including its connotation and denotation, can be completely understood through the theories of semiotics. Some daily advertisements are analysed from the perspective of semiotics, and the people＇s consuming concept and the influence the advertisement may cause are expounded to probe into deep significance under the advertisement.
出处
《兰州交通大学学报》
CAS
2007年第2期111-113,共3页
Journal of Lanzhou Jiaotong University
关键词
广告
消费文化
符号学
advertising
consuming culture
semiotics
