浙江社会科学

传统视野里,在构成上偏重于艺术系统符号的广告符号,尽管与通常意义上的语言符号相比,不具有透义性,编码化程度比较低,但因其符号系统内部井然有序而显示其意指作用,因其符号系统中各个符号的互相依存,符号系统间的转换必须通过某种共同限定规范翻译的特点仍然十分明显。现代视野里,广告符号的构成与理解,虽然依旧尊重受众的认知和经验,但因受众主体个性意识的强化和认知习惯的改变及其形成随意,而必须强调在受众的体验中进行,在受众的经验及其拓展中完成;强调突破传者规范,凸显认知主体的文化个性和文化归属;强调基于社会的文化指向和认可下特有群体的文化感知。

From the traditional perspective,the advertising symbols,which emphasized on art system symbols in composition,are not transparence and has lower degree in encoding compared with the usual language symbols.However,it shows the role of meaning with the order of the component and because of the symbols interdependence,the trait of the transformation between symbols through some commonly restriction is still obvious.From the modern perspective,the composition and understanding of the advertising signs must complete in the experience and expansion of the audience.It stressed breaking norms,giving prominence to cultural personality and cultural attribution of cognitive subject.It also emphasized on the cultural perception of specific group under the social recognition.