Semiotic Linguistics 符号语言学 Symbol Type and the Uses in the Advertisement
Symbol Definition 某种对某人而言在某一方面或以某种能 力代表某一事物的东西. (Charles Peirce) The sign represents it ’ s object. Not in every aspect. Correlated with one idea.
Symbol Type Icon ( 拟象符号)Icon ( 拟象符号) Index ( 标志符号)Index ( 标志符号) Symbol ( 象征符号)Symbol ( 象征符号) E g : A series of numbers 888 as telephone number or car ’ s number. E g
Icon The similarity between symbol and object. E g: A map is the icon of an area. A construction blueprint is the icon of one construction.
Index The contiguity( 相邻性 )and cooccurrence( 同现性) between symbol and object. causality or the relationship between part and whole. E g : The smoke is the index of fire. Driving good car and wear good clothes is the index of rich people.
Symbol The relationship between objects is arbitrary( 任意的 ) and prescriptive( 规 约性的 ). E g: tree (English),arbre (French), Baum (German). Dragon owl ( 猫头鹰 ) White
The uses in the advertisement verbal( 语言文字型 ) E g: sound, word nonverbal( 非语言文字型 ) E g: image, sculpt
Advertisement and Symbol Advertisement symbol referent object relation. Symbol Dual function
The Statue of Liberty
The Eiffel Tower
Icon
The moment you ’ ve waited for. The advertising slogan: Symbol
Duracell 牌电池
Boat ( icon and index ) + Vinesse ( icon and index ) = symbol
Absolut (absolute) In advertisement : Absolut Appeal Using the words of brand to make another symbol !
Life Savers The advertising slogan : Isn ’ t life delicious?
Thank you !