接受修辞学视角下的广告符号研究

A Study of Advertising Symbols from the Perspective of Reception Rhetoric

摘要: 本文根据皮尔斯的符号“三分法”，将广告符号拆分为对象、再现体与解释项。进而将广告符号与接受修辞学结合，对具体的广告进行分析讨论。首先是广告符号特征与修辞接受类型的阐述，通过对具体广告的分析获悉：简洁明了的广告符号易产生修辞接受的等值、生动优美的广告符号易产生修辞的增值接受、独创性的广告符号易产生修辞的减值、改值接受。再次，分析广告符号与修辞接受特点获悉：一个良好的广告符号要注重修辞接受的开放性、个体性、选择性与社会性。通过上述分析，明确网络快时代的广告、微广告设置考虑到自身广告符号特征的同时尊重修辞接受方的特点，二者的完美结合才能既获得可观利益又清明广告界。

Abstract: This article divides advertising symbols into objects, reproducing entities, and explanatory items based on Pierce’s symbol “trichotomy”. Furthermore, it combines advertising symbols with recep-tion rhetoric to analyze and discuss specific advertisements. Firstly, the characteristics of advertis-ing symbols and the types of rhetorical acceptance are elaborated. Through the analysis of specific advertisements, it is found that concise and clear advertising symbols are prone to generating rhe-torical acceptance equivalence, vivid and beautiful advertising symbols are prone to generating rhetorical appreciation acceptance, and original advertising symbols are prone to generating rhe-torical impairment and modification acceptance. Once again, analyzing the characteristics of adver-tising symbols and rhetorical reception, it is learned that a good advertising symbol should pay at-tention to the openness, individuality, selectivity, and sociality of rhetorical reception. Through the above analysis, it is clear that the setting of advertisements and micro advertisements in the fast internet era takes into account the characteristics of their own advertising symbols while respect-ing the characteristics of the rhetorical receiver. Only when the two are perfectly combined can they not only gain considerable benefits but also clear up the advertising industry.