2. Semiotic Linguistics 符号语言学 Symbol Type and the Uses in the Advertisement

3. 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.

4. 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

5. 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.

6. 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.

7. 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

8. 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

9. Advertisement and Symbol Advertisement symbol referent object relation. Symbol Dual function

11. The Statue of Liberty

13. The Eiffel Tower

14. Icon

15. The moment you ’ ve waited for. The advertising slogan: Symbol

16. Duracell 牌电池

17. Boat （ icon and index ） + Vinesse （ icon and index ） = symbol

19. Absolut (absolute) In advertisement : Absolut Appeal Using the words of brand to make another symbol !

20. Life Savers The advertising slogan : Isn ’ t life delicious?

21. Thank you ！