从社会符号学角度分析肯德基主页的文化差异  

A Social Semiotics Perspective of the KFC Homepage:An Analysis of Cross-cultural Variations

作　　者：朱媚君[1] 

机构地区：[1]湛江师范学院外国语学院,广东湛江524048

出　　处：《湛江师范学院学报》2010年第2期120-124,共5页Journal of Zhanjiang Normal College

摘　　要：运用多模式话语的社会符号学理论,以肯德基在英国、加拿大和香港3个不同地区的主页为例,分析主页广告图像的再现、互动和构图意义,并对主页如何结合不同文化价值观来选择最佳的符号模式,从而实现社会交际层面的宣传和劝说功效进行了探讨。As a product of the digital information era and a combination of different modes of signs,The KFC homepages varies in their cultural differences.The approach of multimodal discourse of semiotics is adopted to discuss the Representational,interactive and compositional meaning of KFC homepages in United Kingdom,Canada and Hong Kong.The paper looks into how KFC has tried to draw cultural values into its selection of the best modes to realize its communicative purposes.

关 键 词：多模式话语 社会符号学 肯德基主页 文化差异 

分 类 号：H0-05[语言文字—语言学]