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由西方理念和中国传统文化相嫁接而成的贺岁片在大众文化日益盛行的现代社会发展迅速,喜剧性、商业性和通俗性是其主要特点。作为众多符号中的一种,贺岁片通过能指、所指以及意指过程来建构符号意义,而外延意义的延伸和隐喻转喻的方式则渗透了强烈的意识形态,这种编码者的神话建构和观众的神话解读相互作用而引起了观众对贺岁神话的趋之若鹜和贺岁片市场的节节高升。
The New Year film, which is a combination of western ideas and traditional Chinese culture, has developed rapidly in the modern society where mass culture is increasingly prevalent. Its comic, commercial and popular features are its main features. As one of many symbols, Lunar New Year films construct the symbolic meanings through the signifier, the signified and the signified process, while the extension of the epitome meaning and the way of metaphorical metaphor permeate the strong ideology. This kind of coder’s myth The interaction between the construction and the myth interpretation of the audience aroused the viewer’s enthusiasm for the Lunar New Year mythology and the rising popularity of the Lunar New Year film market.