户外广告中身份符号构建及接受分析——以文王贡酒户外广告文本为例  

On the Construction and Acceptance Process of Identity Symbols in Outdoor Advertisements: Taking the Outdoor Advertisement of Wenang Gongjiu as an Example

作　　者：韩娜 HAN Na(School of Literature,Fuyang Normal University,Fuyang,Anhui 236037)

机构地区：[1]阜阳师范学院文学院,安徽阜阳236037

出　　处：《绵阳师范学院学报》2018年第12期42-46,103,共6页Journal of Mianyang Teachers＇ College

摘　　要：文章以文王贡酒户外广告文本为例,运用身份符号相关理论,分析其由部分到整体和两次"图形/背景"倒换构建身份符号的过程,并藉由共通的文化内涵顺利提取社会通用代码,虽逆向表达却让接受者达到正向接受,收到了积极的修辞接受效果,有别常规户外广告身份符号构建及修辞意图单一的表述方法,提供了良好的借鉴经验。Taking the outdoor advertising textof Wen Gong Gong Jiu as an example,using the related theory of identity symbols,the process of building identity symbols from part to whole and the two"figure/ground"switching is analyzed.By extracting the common code from the common cultural connotation,although the converse expression makes the recipient achieve positive acceptance,it receives positive rhetoric.The acceptance effect is different from the common outdoor advertisement identity symbol construction and the rhetorical intention single expression method,has provided the good reference experience.

关 键 词：户外广告 修辞分析 身份符号 构建 修辞接受 

分 类 号：G20[文化科学—传播学]