The Sign Decoding In Advertisement

Semiology, as a new branch of science, has achieved a complete set of theories. Many articles are contributed to Ads Semiology. However, people mainly focus on analysis of surface meaning. Few have a clear idea of Ads Semiology from the standing points of creativity. In my essay, I hope I can make further progress by analyzing Ads Semiology based on the points of creativity.The essay begins with the discussion of three factors: Signifier, Signified and Meaning on Sign theory. Their close relations prove the possibility of transition among various signs. Such a result can help us to understand further Sign theory as well as semantic relations between Signified and Signs. I single out hundreds of Advertisements on Ads Documents registered the date 1999 or 2000. My studies are in accordance with the theories of Semiology, Linguistics, Semantics, Communication Science, and Marketing.The first aspect, discussed in my essay, is the transition of meanings of Signs. Is it possible for transition of the Signified ? Can its possibility represent the new meanings? I will make my studies based on structure of Signs. My efforts aim to supply.The second aspect is the Meaning System of Ads Signs. My core thought is that I transform seven kinds of Meaning System concluded in Semantics by G Reach to five kinds of Communication System. They are: Rationality---Communicate functional, characteristic, and advantageous aims; Connotation---Communicate the aim of Perception, behaviors and thoughts; Social Meaning---Communicate the aim of Identification & Connection; Emotional Meaning---Communicate customers'emotions, feelings, moods, and their attitudes towards commodities; Reflection & Collocation---Communicate additional aims.The third is the semantic relations between Sign and Signified. I divide them into two types: Componential Semantic Relations(CSR)& Logical Semantic Relations(LSR). CSR consists of four types that are Concept(?), Similarity, Classification and Collocation. Ten categories contribute to LSR. They are the relations of Synonym, Antonym, Backgrounds, Situations, Cause-Result, Specification, Conditions,...