| 社会符号学与广告话语分析 |
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| 引用本文： | 励松青.社会符号学与广告话语分析[J].安徽理工大学学报(社会科学版),2005,7(2):56-61. |
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| 作者姓名： | 励松青 |
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| 作者单位： | 宁波大学科技学院外语系,浙江,宁波,315211 |
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| 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。
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| 关 键 词： | 社会符号学 广告 话语分析 |
| 文章编号： | 1672-1101(2005)02-0056-06 |
| 修稿时间： | 2004年11月24 |
Social semiotics and analysis of advertising discourse |
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| LI Song-qing.Social semiotics and analysis of advertising discourse[J].Journal of Anhui University of Science and Technology:Social Science,2005,7(2):56-61. |
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| Authors: | LI Song-qing |
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| Institution: | LI Song-qing English Department,College of Science and Technology,Ningbo University,Ningbo,Zhejiang 315211,China |
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| Abstract: | 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. |
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| Keywords: | social semiotics advertisement discourse analysis |
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