论“泛广告化”传播的符号学机制  

A Study on the Semiotic Mechanism of Pan-Advertization

作　　者：饶广祥 Rao Guangxiang

机构地区：[1]四川大学文学与新闻学院 [2]四川大学符号学-传媒学研究所

出　　处：《四川大学学报（哲学社会科学版）》2019年第3期126-133,共8页Journal of Sichuan University：Philosophy and Social Science Edition

基　　金：四川大学中央高校基本科研业务费项目"全球传播时代商品符号学的发展研究"(skqy201611)

摘　　要：广告作为当代最活跃的传播方式之一,是反映文化演变的直接体裁。新媒介的发展、消费模式的演变,都会极大地影响广告形态的变化,进而影响传播文化的基质。有关新媒介影响下广告变化的研究,大多聚焦于具体操作技巧,忽略了广告体裁演变这一更为深层的维度。从符号学的角度分析,新媒介语境下广告发生的最大变化是出现了"泛广告化"。当前,泛广告化既表现在剧情广告、原生广告等新形态的大量涌现,也表现为植入广告、冠名赞助等传统泛广告形式的规模壮大。广告从新闻等信息类型中独立出来,成为独具风格的标出项,并形成其文本意向性。而泛广告化则让广告从传播活动标出项翻转为非标出项,成为信息的主要组成部分。在此过程中,广告文本的意向性融合了新闻、MTV、微博等文本的意向性,呈现了多元化的趋势,由此弥合了接收者想要接受的文本和强行置入的广告之间的分歧,推动了当代广告传播的全面演化。Advertisement,one of the most active ways of contemporary communication,is a genre that directly reflects changes in culture.The emergence of new media and new modes of consumption exerts significant impact on the form of advertising,thus profoundly modifying the scene of communication culture in society.However,most of contemporary studies on the changes of advertising effected by new media focus almost exclusively on the level of operational skills rather than the deeper level of the evolution of the genre of advertisement.A semiotic study of contemporary advertisement reveals that,in the context of the emergence of new media,the phenomenon of Pan-Advertization is the most significant trend of development.Nowadays,Pan-Advertization emerges in large scale,not only in new forms as plot-derivative ads and native ads,but also in the traditional ones of placement ads and title sponsorship.In this way,advertisement stands out,from among other information genres such as news,as an independent genre.As a marked type with its unique features,advertisement possesses its own distinct textual intentionality.Furthermore,the phenomenon of Pan-Advertization turns advertisement from a marked item into an unmarked one in communicative activities and thus renders it the main body of information transmission.In this process,the intentionality of advertising texts,with its integration of the intentionality of news,MTV and weibo,etc.,embodies the trend of plurality and diversification,which bridges the discrepancy between the expected texts of the receivers and the inserted ads and promotes the full-scale evolution of contemporary advertising communication.

关 键 词：泛广告化 文本意向性 体裁 标出性 符号学机制 

分 类 号：F713.8[经济管理—广告]