论文部分内容阅读
一、符号构成的基本原理对招贴广告的符号构成,罗兰·巴特在《显义与晦义》一书中作了探索。他指出,一个能指与一个所指构成了一个符号整体,它还可以借助隐喻的修辞手法形成一个新的能指与新的所指,从而构成第二重符号关系。进而还可以借助象征手法形成另一个新的能指与新的所指,从而构成第三重符号关系,如此形成多层次递进的演化过程。实际上,这正是皮尔斯所指出的,符号依据指涉对象与媒介的不同关联可以形成图像符号、标识符号和象征符号的原理。
First, the basic principles of the composition of the symbol Posters advertising symbols, Roland Barthes in the “meaning and obscurity” in a book made an exploration. He pointed out that when a signifier and a sign form a symbolic whole, it can form a new signifier and a new signified by means of metaphorical rhetoric, thus forming the second sign of the sign. Furthermore, another new signifier and new signification can be formed by means of symbolism to form the third sign relation, thus forming a multi-level progressive evolutionary process. In fact, this is exactly what Pierce pointed out, and the principle that symbols can form image symbols, identification symbols and symbolic symbols according to the different associations of reference objects and media.