| 摘要: |
| 目的 解析平面广告视觉符号表意系统构成及其表意模式，从符号属性、指涉机制、符号释义三个角度对其进行分类并研究其各分类方法之间的内在关联。方法 以范畴论为原点，分析事物分类的底层结构，以皮尔斯符号构成及分类理论为方法，分析平面广告影响受众购物决策过程及其对应的视觉符号分类、表意模式、符意性质。提出平面广告视觉符号意义三级递进系统。结论 范畴是高度抽象的类，皮尔斯将所有事物分为第一性、第二性、第三性三个范畴。从受众心理过程看，平面广告视觉符号意义处于第一性认知意义、第二性体验意义、第三性态度意义的递进系统结构中。在此表意系统中，符号属性分别为性质符、单例符、法则符；其意义属性分别为呈现义、表述义、议论义；其表意关系模式分别为像似、接近、象征。 |
| 关键词: 广告 视觉符号 表意模式 范畴 |
| DOI：10.19554/j.cnki.1001-3563.2020.08.046 |
| 分类号:J524 |
| 基金项目:教育部人文社会科学研究青年基金项目“从文本到文化：广告符号意义研究”（15YJC860014） |
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| Ideographic System of Print Advertising Visual Symbols from the Perspective of Pierce’s Category Theory |
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LIANG Jian-fei
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Suzhou University of Science & Technology, Suzhou 215009, China
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| Abstract: |
| The work aims to analyze the composition of the ideographic system of print advertising visual symbols and its ideographic model, so as to classify the symbols from three perspectives: symbol attribute, referential mechanism and symbol interpretation, and study the intrinsic relationship among the classification methods. Based on category theory, the underlying structure for the classification of things was analyzed. Through Pierce's symbolic composition and classification theory, the decision-making process of audience shopping affected by print advertising, and the corresponding classification of advertising visual symbols, ideographic model and nature of meaning were investigated. Then, the three-level progressive system of significance of print advertising visual symbols was put forward. Category is a highly abstract classification. Pierce divides all things into three categories: firstness, secondness and thirdness. From the audience's psychological process, the visual symbolic meaning of print advertisement is in the progressive system structure of the firstness of cognitive meaning, the secondness of experiential meaning and the thirdness of attitudinal meaning. Its symbolic attributes are nature, singleton and rule; its meaning attributes are presenting meaning, expressing meaning and argumentation meaning; and its meaning relation patterns are iconicity, approximation and symbolizing. |
| Key words: advertising visual symbols ideographic model category theory |
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