摘要
文章以文王贡酒户外广告文本为例,运用身份符号相关理论,分析其由部分到整体和两次"图形/背景"倒换构建身份符号的过程,并藉由共通的文化内涵顺利提取社会通用代码,虽逆向表达却让接受者达到正向接受,收到了积极的修辞接受效果,有别常规户外广告身份符号构建及修辞意图单一的表述方法,提供了良好的借鉴经验。
Taking the outdoor advertising textof Wen Gong Gong Jiu as an example,using the related theory of identity symbols,the process of building identity symbols from part to whole and the two " figure/ground" switching is analyzed. By extracting the common code from the common cultural connotation,although the converse expression makes the recipient achieve positive acceptance,it receives positive rhetoric. The acceptance effect is different from the common outdoor advertisement identity symbol construction and the rhetorical intention single expression method,has provided the good reference experience.
引文
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[9]文王贡2017年营收近5亿,将用3年时间冲击7亿,争做徽洒第二陈营排头兵![EB/OL].[2018-04-21]. http://3g.163. com/dy/article_cambrian/DFUGIR320519ICO0. html.