NIKE女性广告的符号学探骊  

Semiotic exploration on Nike advertisement for women

作　　者：阳煜华[1] 吴广亮[2] 

机构地区：[1]北京化工大学文法学院体育部,北京100029 [2]中国人民大学体育部,北京100872

出　　处：《山东体育学院学报》2014年第1期38-41,共4页Journal of Shandong Sport University

摘　　要：晚近的女性运动广告是一个弥散着大量符号的表意系统,由此产生的诸多文化附加意义使得商品(品牌)承担着信息交换、思想表达、价值认同的作用。运用符号学原理,对NIKE女性广告中的语言和言语、能指与所指、横向组合与纵向聚合进行文本分析,力图将女性运动广告符号的结构关系和深层意义清晰呈现出来,探索出一条对运动广告进行微观分析的典型理路。In recent years, sports advertisement for women became a signifying system full of signs. Commodities （brands） play parts in information exchange, ideology expression and value identification because of the cultural attached meanings come from the signifying system. Applying Semiotics theory to analysis the language and the utterance, the signifier and the signified, the syntagmatic and the paradigmatic in NIKE advertisement for women, in order to reveal a clear structural relation and deeper meaning of the advertisement signs. Also, this paper finds out a typical concept for micro - analysis the sports advertisement.

关 键 词：女性 符号 运动广告 文本分析 

分 类 号：G80-054[文化科学—运动人体科学]