符号学视野下的房地产广告探析  

The Real Estate Advertisement under Semiotics

作　　者：熊雅静[1] 

机构地区：[1]衡阳师范学院新闻与传播系,湖南衡阳421008

出　　处：《衡阳师范学院学报》2010年第4期116-118,共3页Journal of Hengyang Normal University

基　　金：衡阳师范学院院科学基金"符号学视域下的房地产广告"(08B42)

摘　　要：自罗兰巴特把语言符号学扩展到对整个社会的符号系统的研究以来,符号学体系也不断扩充。人们日常接触到的种种房地产广告形式实际上正是种种符号元素,需要符合符号的表征机制及体系作用机制。符号是文化的产物,一切文化体系都可视为符号系统,这也就使符号具有了与"征兆"、"症候"等不同的特征,即约定俗成性与诱导性。房地产广告符号元素正蕴含着广告主体的意图及社会文化思潮。Since Roland Barthes extended the linguistic semiotics to the symbol system research on the whole society,the semiotics system was increasingly expanded.Various forms of real estate advertisement to which people are daily exposed is actually symbols element,which need to accord with the mechanism of symbols and symbols system.Symbol is the product of culture and the cultural system is a symbols system,which enables symbols to assume,unlike ＂sign＂ and ＂symptoms＂,the characteristics of popular acceptance and guidance.Real estate advertisement sign elements contain advertising intention of subject and social cultural trend.

关 键 词：符号学 房地产广告 社会文化 

分 类 号：G206.3[文化科学—传播学]