中文房地产广告的符号学研究
摘要
广告是现代社会经济发展和信息化的必然结果。广告与国家经济,企业发展,市场开发,对外贸易,人民生活息息相关。广告研究业已涉及很多领域,如传播学,社会学,语言学等。本文作者认为现代广告已经渗透到社会生活的各个领域且无所不在,而且正越来越深入地进入意义生产这一领域,广告不仅仅提供产品与服务,还在指引人们消费的同时输出某些观念,给人们以意义,给人们以种种美梦和由这些美梦所标识的生活方式,并试图速成某些惯例,把消费者纳入这一“意义”框架。广告人为达到销售其产品和服务的目的,会运用广告这一特点在制作广告时有意附加一种社会意义,或者人为构筑一种社会意义。
房地产广告随着房地产热日益被研究界关注,其广告现象业已成为语言研究的主题。这些研究主要分别从社会语言学,语用学,文体学等各个方面进行详尽的研究。其中英文房地产广告,尤其是国内英文房地产广告的研究主要从英语房地产广告的语言特色,修辞方法等文体学方面来研究。中文房地产研究主要集中在传播学和社会学以及语言学研究。其中语言学研究主要是采取CDA研究模式进行批评性分析。但是这些研究一般很少涉及语言的意义层面。
本文作者拟利用符号学原理并结合语用学理论,对作者收集到的中文房地产语料做定性分析,少量做定量分析,以期详细地分析房地产广告人为求得销售的利润的最大化,利用广告有意引导受众接受,向往,进而追求广告所刻意构造的一种生活的隐蔽性。房地产广告人利用大众对房子这一消费品的期望值,诉诸于一定的广告手段,有意识的构建一种房地产广告氛围。用“尊贵,典雅,稀缺资源,上流生活,豪宅,少数人享有,高尚社区,黄金商圈”等字眼使房子成为并不只是一种能满足大众居住需求的商品,更是一种奢侈品,一种身份地位的象征,能满足受众追求天人合一,家庭和谐,尊崇社会地位等多种的心理需求,进而隐藏其对于卖个好房价的真实意图。本文运用符号学,能指,所指,和意义;意义的外延与内涵;组合与系统等符号学的基本原理与语用学中的预设,隐喻等理论结合,对中文房地产广告做解释性研究,即详细分析中文房地产广告的呈现的特点,指出房地产广告有意识的将人们对房屋这一消费品的生理需求转到人们对某种社会身份的确认,某种生活意义的诠释的心理需求上来,使得房子这一消费品既有物质效用的一面,更有象征意义以及拥有附加值的一面。因此房地产广告所描述的正是买房这一消费行为本身具有的物质消耗与符号占有,生理功能与意义功能这一内在结构。本文对解读和理解房地产广告有一定裨益。
Nowadays advertising is everywhere. It is the inescapable result of the economic development and free circulation of information. It goes without saying that commercials are closely related to many aspects of our life, and are commonly seen in our daily life. The study on advertising can be found in various branches of learning, such as mass communications, sociology, linguistics.
We can say that advertising is penetrating into the production of meaning. That is to say, advertising is not only satisfied with being a provider of products and services, but also takes pains to add new ideas to the advertised products and services, so as to create a new lifestyle which is built up on dreams or illusions, simultaneously it pushes hard to make media audience accustomed to this newly-created lifestyle. Hence the potential influence of advertising is produced: The advertising kindles the receptors' purchasing power up with social value attached to the advertising, the purchase then follows up. The author holds that this phenomenon can be best explained from a semiotic perspective. The paper is an attempt of study on this dimension of advertising, to be more exact, the real estate advertising.
The real estate advertising has gained more and more concern since the real estate industry becomes hot in almost all cities in China. Many linguistic researches on advertising have been laid on social linguistics, pragmatics, stylistics and the like. Among these researches, the English advertising for real estate mainly cover stylistic features, for example, many researches are addressed on the linguistic features, rhetoric features. The studies on Chinese real estate advertising mainly focus on communications and sociology. Studies on Chinese real estate advertising from lingual view generally fall on CDA. Generally, meaning construction in these advertisements has been more or less neglected in these researches. The author intends to decode this aspect of advertising.
The author here endeavors to do a qualitative analysis of the data collected by the application of both semiology and pragmatics. The advertisers employ advertisements to create concepts of life on purpose, resulting in the acceptation of the advertised concepts from audience, so as to encourage more purchase. Words like "尊贵，典雅，稀缺资源， 上流生活，豪宅，少数人享有，高尚社区，黄金商圈" are used in many advertisements for real estate to convey a sense that housing is not only a product which can satisfy the basic need of accommodation, but also a luxury which implies a sign of the occupation of higher social status for the owners. The paper combines the basic concepts in semiology, namely signifier, signified, meaning; denotation and connotation, and presupposition, metaphor in pragmatics to decode the advertising for real estate. Therefore, what makes the paper different is that the paper sets out to find out hidden truth behind the real estate advertising by applying semiology and pragmatics.
The real estate advertisers utilize mass media to create a certain atmosphere imperceptibly so as to encourage more purchase, which means to turn a concept into action to gain more profit. The author uses the basic theory of semiology and pragmatics to analyze this phenomenon.
房地产广告随着房地产热日益被研究界关注,其广告现象业已成为语言研究的主题。这些研究主要分别从社会语言学,语用学,文体学等各个方面进行详尽的研究。其中英文房地产广告,尤其是国内英文房地产广告的研究主要从英语房地产广告的语言特色,修辞方法等文体学方面来研究。中文房地产研究主要集中在传播学和社会学以及语言学研究。其中语言学研究主要是采取CDA研究模式进行批评性分析。但是这些研究一般很少涉及语言的意义层面。
本文作者拟利用符号学原理并结合语用学理论,对作者收集到的中文房地产语料做定性分析,少量做定量分析,以期详细地分析房地产广告人为求得销售的利润的最大化,利用广告有意引导受众接受,向往,进而追求广告所刻意构造的一种生活的隐蔽性。房地产广告人利用大众对房子这一消费品的期望值,诉诸于一定的广告手段,有意识的构建一种房地产广告氛围。用“尊贵,典雅,稀缺资源,上流生活,豪宅,少数人享有,高尚社区,黄金商圈”等字眼使房子成为并不只是一种能满足大众居住需求的商品,更是一种奢侈品,一种身份地位的象征,能满足受众追求天人合一,家庭和谐,尊崇社会地位等多种的心理需求,进而隐藏其对于卖个好房价的真实意图。本文运用符号学,能指,所指,和意义;意义的外延与内涵;组合与系统等符号学的基本原理与语用学中的预设,隐喻等理论结合,对中文房地产广告做解释性研究,即详细分析中文房地产广告的呈现的特点,指出房地产广告有意识的将人们对房屋这一消费品的生理需求转到人们对某种社会身份的确认,某种生活意义的诠释的心理需求上来,使得房子这一消费品既有物质效用的一面,更有象征意义以及拥有附加值的一面。因此房地产广告所描述的正是买房这一消费行为本身具有的物质消耗与符号占有,生理功能与意义功能这一内在结构。本文对解读和理解房地产广告有一定裨益。
Nowadays advertising is everywhere. It is the inescapable result of the economic development and free circulation of information. It goes without saying that commercials are closely related to many aspects of our life, and are commonly seen in our daily life. The study on advertising can be found in various branches of learning, such as mass communications, sociology, linguistics.
We can say that advertising is penetrating into the production of meaning. That is to say, advertising is not only satisfied with being a provider of products and services, but also takes pains to add new ideas to the advertised products and services, so as to create a new lifestyle which is built up on dreams or illusions, simultaneously it pushes hard to make media audience accustomed to this newly-created lifestyle. Hence the potential influence of advertising is produced: The advertising kindles the receptors' purchasing power up with social value attached to the advertising, the purchase then follows up. The author holds that this phenomenon can be best explained from a semiotic perspective. The paper is an attempt of study on this dimension of advertising, to be more exact, the real estate advertising.
The real estate advertising has gained more and more concern since the real estate industry becomes hot in almost all cities in China. Many linguistic researches on advertising have been laid on social linguistics, pragmatics, stylistics and the like. Among these researches, the English advertising for real estate mainly cover stylistic features, for example, many researches are addressed on the linguistic features, rhetoric features. The studies on Chinese real estate advertising mainly focus on communications and sociology. Studies on Chinese real estate advertising from lingual view generally fall on CDA. Generally, meaning construction in these advertisements has been more or less neglected in these researches. The author intends to decode this aspect of advertising.
The author here endeavors to do a qualitative analysis of the data collected by the application of both semiology and pragmatics. The advertisers employ advertisements to create concepts of life on purpose, resulting in the acceptation of the advertised concepts from audience, so as to encourage more purchase. Words like "尊贵，典雅，稀缺资源， 上流生活，豪宅，少数人享有，高尚社区，黄金商圈" are used in many advertisements for real estate to convey a sense that housing is not only a product which can satisfy the basic need of accommodation, but also a luxury which implies a sign of the occupation of higher social status for the owners. The paper combines the basic concepts in semiology, namely signifier, signified, meaning; denotation and connotation, and presupposition, metaphor in pragmatics to decode the advertising for real estate. Therefore, what makes the paper different is that the paper sets out to find out hidden truth behind the real estate advertising by applying semiology and pragmatics.
The real estate advertisers utilize mass media to create a certain atmosphere imperceptibly so as to encourage more purchase, which means to turn a concept into action to gain more profit. The author uses the basic theory of semiology and pragmatics to analyze this phenomenon.
引文
Barthes R.Elements of Sociology[M].London:Jonathan Cape,1967.
Barthes R.the Rhetoric of Image[M].Image,Music,Text.Ed.and trans.Stephen Heath.New York:Hill and Wang,1977.
Barthes,R.Writing Degree Zero and Element of Sociology[M].Boston:Bacon,1970.
Cook,G.The Discourse of Advertising[M].London:Routledge,2002.
Fairclough,N.Critical Discourse Analysis:the Critical Study of Language[M].London:Longman,1995.
Fairclough,N.Language and Power[M].London and New York:Longman,1989.
Geis,M.The Language of Television Advertising[M].New York:Academic Press,1982.
Grice,P.Studies in the Way of Words[M].Beijing:Foreign Language Teaching and Research Press,2002
Halliday,M.A.K.Language as Social Semiotic:The Social Interpretation of Language and Meaning[M].Beijing:Foreign Language Teaching and Research,2001.
Leech,G.Principles of Pragmatics[M].London:Longman,1983
Leech,Geoffrey & Short,Mick Meaning in Interaction:An Introductio to Pragmatics[M].London and New York:Longman,1995.
Levinson.S.C.Pragmatics[M].Cambridge:Cambridge University Press.1983.
Lutz,William.With These Words I Can Sell You Anything[J].Doublespeak.1989,100-113.
Saussure,F.Course in General Linguistics[M].Chicago and La SallelL:Open Court,1983.
Scare John R.Speech Acts:An Essay in the Philosophy of Language[M].Beijing:Foreign Language and Research Press,2001.
Sperber,D.& Wilson,D.Relevance:Communication and cognition[M].Beijing:Foreign Language Teaching and Research Press,2001
Stevens,Paul.Weasel Words:God's Little Helpers[A].In Paul Eschhole and others.Language Awareness.Second Edition.New York' Saint Martin's Press,1978,74-84.
Tanaka,Keiko.Advertising Language:A Pragmatic Approach to Advertisements In Britain and Japan[M].London:Routledge,1999.
Thomas,J.Meaning in Interaction:An Introduction to Pragmatics[M].London and New York:Longman,1995.
Verschueren,J.Understanding Pragmatic[M].Beijing:Foreign Language Teaching and Research Press,2000.
Vestergaard,Y.& Schroder,K.The language of Advertising[M].Basil Blackwell,1985.
Wales,K.Weasel.In L.Wales(ed.).A Dictionary of Stylistics[Z].New York:Longman.1989.
Williamson J.Decoding Advertisements:Ideology and Meaning in Advertising[M].London:Marion Boyars,1983.
陈中竺.批评语言学述评[J].外语教学与研究,1995(1).
胡壮麟.姜望琪.语言学高级教程[M].北京:北京大学出版社,2002.
胡壮麟.语言学教程[M].北京:北京大学出版社,2001.
黄国文.语篇分析的理论与实践—广告语篇研究[M].上海:上海外语教育出版社,2001.
黄国文.语篇分析理论与实践—广告语篇研究[M].上海外语教育出版社,2001.
黄合水.广告心理学[M].厦门大学出版社,2003.
乐眉云.索绪尔的符号学语言观[J].外国语,1994(6).
李经纬.符号类型及其在英语广告中的运用[A].重庆:西南师范大学出版社,1999.
陈治安.语言与符号学在中国的进展[C].重庆:西南师范大学出版社,1999.
李思屈.广告符号学[M].四川:四川大学出版社,2004,95.
李延福.符号分类概观与人类语言特征——兼谈语言个体发生对语言学习的启示[J].山东外语教学,1994,3-4.
励松青.社会符号学与广告话语分析[J].安徽理工大学学报,2005,6
林承璋.英语词汇学引论[M].武汉:武汉大学出版社,1998.
刘芳.中英文广告中滑溜词的对比研究[D].武汉:华中师范大学,2006.
罗兰 巴尔特.符号学理论 王东亮等译[M].三联书店,1999.
罗兰 巴尔特.今日神话[C].吴琼主编.形象的修辞:广告与当代社会理论.北京:中国人民出版社,2005.
彭璐.从符号学解读广告[J].现代艺术与设计,2004(11).
皮尔斯.皮尔斯文选 涂纪亮编 涂纪亮,周兆平译[M].社会科学文献出版社2006.
束定芳.隐语学研究[M].上海:上海译文出版社,2000,42.
索绪尔.普通语言学教程[M].高明凯译 北京:商务印书馆,1996.
王铭玉.中国符号学研究20年[J]外国语 2003(3).
王伟强.商业广告研究的批评性语篇分析视角[J].外语研究,2000(11).
王伟强.中文房地产广告中的主体定位:批评性视角[D].广东外语外贸大学,2005(6.)
吴洋.英语广告用语中的预设研究[D].武汉;华中师范大学,2007.
张小凤.建立在比喻基础上的转义修辞[D].东北师范大学,2007.
甄桂春.广告英语的语用分析[D].上海外国语大学,2005(5).
Barthes R.the Rhetoric of Image[M].Image,Music,Text.Ed.and trans.Stephen Heath.New York:Hill and Wang,1977.
Barthes,R.Writing Degree Zero and Element of Sociology[M].Boston:Bacon,1970.
Cook,G.The Discourse of Advertising[M].London:Routledge,2002.
Fairclough,N.Critical Discourse Analysis:the Critical Study of Language[M].London:Longman,1995.
Fairclough,N.Language and Power[M].London and New York:Longman,1989.
Geis,M.The Language of Television Advertising[M].New York:Academic Press,1982.
Grice,P.Studies in the Way of Words[M].Beijing:Foreign Language Teaching and Research Press,2002
Halliday,M.A.K.Language as Social Semiotic:The Social Interpretation of Language and Meaning[M].Beijing:Foreign Language Teaching and Research,2001.
Leech,G.Principles of Pragmatics[M].London:Longman,1983
Leech,Geoffrey & Short,Mick Meaning in Interaction:An Introductio to Pragmatics[M].London and New York:Longman,1995.
Levinson.S.C.Pragmatics[M].Cambridge:Cambridge University Press.1983.
Lutz,William.With These Words I Can Sell You Anything[J].Doublespeak.1989,100-113.
Saussure,F.Course in General Linguistics[M].Chicago and La SallelL:Open Court,1983.
Scare John R.Speech Acts:An Essay in the Philosophy of Language[M].Beijing:Foreign Language and Research Press,2001.
Sperber,D.& Wilson,D.Relevance:Communication and cognition[M].Beijing:Foreign Language Teaching and Research Press,2001
Stevens,Paul.Weasel Words:God's Little Helpers[A].In Paul Eschhole and others.Language Awareness.Second Edition.New York' Saint Martin's Press,1978,74-84.
Tanaka,Keiko.Advertising Language:A Pragmatic Approach to Advertisements In Britain and Japan[M].London:Routledge,1999.
Thomas,J.Meaning in Interaction:An Introduction to Pragmatics[M].London and New York:Longman,1995.
Verschueren,J.Understanding Pragmatic[M].Beijing:Foreign Language Teaching and Research Press,2000.
Vestergaard,Y.& Schroder,K.The language of Advertising[M].Basil Blackwell,1985.
Wales,K.Weasel.In L.Wales(ed.).A Dictionary of Stylistics[Z].New York:Longman.1989.
Williamson J.Decoding Advertisements:Ideology and Meaning in Advertising[M].London:Marion Boyars,1983.
陈中竺.批评语言学述评[J].外语教学与研究,1995(1).
胡壮麟.姜望琪.语言学高级教程[M].北京:北京大学出版社,2002.
胡壮麟.语言学教程[M].北京:北京大学出版社,2001.
黄国文.语篇分析的理论与实践—广告语篇研究[M].上海:上海外语教育出版社,2001.
黄国文.语篇分析理论与实践—广告语篇研究[M].上海外语教育出版社,2001.
黄合水.广告心理学[M].厦门大学出版社,2003.
乐眉云.索绪尔的符号学语言观[J].外国语,1994(6).
李经纬.符号类型及其在英语广告中的运用[A].重庆:西南师范大学出版社,1999.
陈治安.语言与符号学在中国的进展[C].重庆:西南师范大学出版社,1999.
李思屈.广告符号学[M].四川:四川大学出版社,2004,95.
李延福.符号分类概观与人类语言特征——兼谈语言个体发生对语言学习的启示[J].山东外语教学,1994,3-4.
励松青.社会符号学与广告话语分析[J].安徽理工大学学报,2005,6
林承璋.英语词汇学引论[M].武汉:武汉大学出版社,1998.
刘芳.中英文广告中滑溜词的对比研究[D].武汉:华中师范大学,2006.
罗兰 巴尔特.符号学理论 王东亮等译[M].三联书店,1999.
罗兰 巴尔特.今日神话[C].吴琼主编.形象的修辞:广告与当代社会理论.北京:中国人民出版社,2005.
彭璐.从符号学解读广告[J].现代艺术与设计,2004(11).
皮尔斯.皮尔斯文选 涂纪亮编 涂纪亮,周兆平译[M].社会科学文献出版社2006.
束定芳.隐语学研究[M].上海:上海译文出版社,2000,42.
索绪尔.普通语言学教程[M].高明凯译 北京:商务印书馆,1996.
王铭玉.中国符号学研究20年[J]外国语 2003(3).
王伟强.商业广告研究的批评性语篇分析视角[J].外语研究,2000(11).
王伟强.中文房地产广告中的主体定位:批评性视角[D].广东外语外贸大学,2005(6.)
吴洋.英语广告用语中的预设研究[D].武汉;华中师范大学,2007.
张小凤.建立在比喻基础上的转义修辞[D].东北师范大学,2007.
甄桂春.广告英语的语用分析[D].上海外国语大学,2005(5).