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政大機構典藏 > 學術期刊 > 新聞學研究 TSSCI > 期刊論文 > Item 140.119/123993

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/123993

Title:	Saussure符號學理論在廣告研究中的應用：文本意義研究的更弦易幟 Reconsidering the Application of Saussurian Semiotics in Advertisement Researches
Authors:	劉慧雯 Liu, Hui-Wen
Contributors:	新聞學研究
Keywords:	Saussure;符號學;語言結構;言語活動;廣告文本意義 Saussure;Semiotics;langue;parole;advertisement;meaning
Date:	2002-01
Issue Date:	2019-06-26
Abstract:	Saussure的符號學對於理解媒介文本一直是很好的分析工具，但過去研究者卻常忽略了該理論對於系統性差異的強調，以及語言系統與言語行動之間的差別。對此，本文提出文本意義研究的更弦易幟，試圖以比對、重視差異架構的方式，為廣告研究對Saussure符號學的應用，指出一條可關照社會、文化與歷史面向的新面向。 This article first concerns about the misusing of Saussurian Semiotics, and then presents a comparative way to unearth Saussurian Semiotics in detail. Rather than thinking of Saussure as a structuralist and Semiotics a mechanical analyzing technique, this article emphasizes what Saussure stressed as `difference` when explaining how signs make sense. It indicates that by figuring the differencing framework of texts, meaning can be unfolded in a comparative way. Saussurian Semiotic, therefore, can be used as a conceptual tool on cultural studies.
Relation:	新聞學研究, 70, 197-227
Data Type:	article
Appears in Collections:	[新聞學研究 TSSCI] 期刊論文

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