微软广告中的符号互动意义解读  

Interpretation of the Symbolic Interaction Significance in Microsoft Advertisement

作　　者：李淇美[1] 关东杰 

机构地区：[1]厦门大学新闻传播学院,厦门中国361000

出　　处：《现代广告》2013年第21期64-68,共5页Modern Advertising

摘　　要：人际功能是韩礼德的符号学三大功能之一，本文从人际功能和互动意义方面入手，从空间关系的垂直和水平两个视角以及人际距离、互动和情态等方面出发，以微软广告梦想篇为例，探讨符号学视角下的广告作品分析方式和思路，并得出中关广告中蕴含的文化的差异。Interpersonal function is one of the three functions in Halliday＇s functional grammar theory. This article starts from interpersonal function and the meaning of interaction, based on the horizontal and vertical perspective of spatial relationships and interpersonal distance, interaction and modality, take the advertisement of Microsoft as an example, investigate the methods and ideas of advertising works＇ analysis from the perspective of semiotics. Try to get awareness of the cultural differences between China and the United States in the analysis.

关 键 词：空间隐喻 人际功能 互动意义 跨文化对比 

分 类 号：F713.8[经济管理—广告]