元广告三层区隔与跨层表意.PDFVIP

本期话题 /符号学研究 国际新闻界 2013.06 元广告：三层区隔与跨层表意 饶广祥 摘要 元广告（mete-advertising）这个概念，国外已经有人提出但未有专门讨论，国内则未见有人提 及，然而在实践中元广告却处处可见，并已成为当代广告的重要类型。本文借用符号叙述学方法，首 先区分了广告表意的分层和区隔，并基于此界定元广告定义，进而讨论元广告的三种类型：物化元广 告、自述式元广告、自反式元广告。研究结果显示元广告凭借其独特的表意方式，创造了强大的阅读 张力。 关键词 元、广告、符号学、意义、叙述 作者简介 饶广祥，四川大学文学与新闻学院讲师。电邮：raoguangxiang@。本文系中央 高校基本科研业务费项目（青年教师科研启动基金项目）“品牌的符号学基础理论与应用研究” （项目编号：skq201321）阶段性成果之一。 Meta-advertising: Triple-segregation and Stratified Narration RAO Guangxiang Abstract Meta-advertising, an important concept used in media studies by international scholars, has never been given a detailed and in-depth discussion in China and abroad. Distancing itself from the previous straightforward forms, meta-advertising has taken root in contemporary advertising and cultural industry and been established as a textual genre of advertising. From the perspective of semiotics, this paper clarifies the concepts of segregation and stratification in the narration of advertising, and then gives a definition to meta-advertising, followed by an elaboration of the three types of meta-advertising: partially-semiotized meta-advertising, self-narrated meta-advertising and reflexive meta-advertising. It is concluded that meta-advertising has created great tension between the author and the audience through its segregated and stratified narrations. Keywords meta, advertising, semiotics, meaning, narration Author Rao Guangxiang is assistant professor at the School of Literature Journalism, Sichuan University. This paper is a result of the research project “Branding Semiotics: Principles Problems” (project number: 32 国际新闻界 2013.06 本期话题 /符号学研究 skq201321), supported by the Fundamental Research Funds for the Central Universities (Foundation for the Youth Scholars). E-mail: raoguangxiang@. 一、三重区隔与和元广告定义 “元”（meta-）这一术语自古希腊产生以来，有漫长的讨论史。20世纪初