论广告符号的结构、逻辑与不对称性

由于传播者与受众之间的结构性错位,从广告文本的表层结构到深层逻辑都存在着符号不对称性。随着广告的信息价值逐步让位于符号价值,广告在一定程度上拥有了符号层面的支配权。然而,广告对符号权力的扩展与滥用加剧了符号的不对称性,导致了文化伦理冲突。采用认同—示范和亲近性—陌生化的广告策略有利于规避符号不对称性带来的传播失效,注重受众的符号权力有利于符号在受众-广告-受众之间的和谐循环。

Study on Structure, Logic and Dissymmetry of Semiotics in Advertising

Due to the structural dislocation between the transmitter and the audience, there exists a semiotic dissymmetry in the advertising text from the surface framework to its deeper logic. As the information value of an advertisement tends to be more important than its semiotic value in a gradual manner, advertisement, to some extent, becomes dominant in terms of semiotics. Nevertheless, the expansion and the abuse of advertising on the semiotic power accelerate the semiotic dissymmetry, thus resulting in a conflict in cultural ethic. The adoption of the advertising strategy, as the model of recognition-demonstration and proximity-strangeness, is beneficial to avoid the inefficacy of transmission brought by the semiotic dissymmetry. The attention that has been given to the semiotic power of the audience is helpful to the establishment of a harmonious cycling system： audience- advertisement-audience.