The Semiotic Interpretation Of Personae Figures In Advertising

As more and more personae figures appear in contemporary advertising, the study about it is complicated and complex in academic circles. This dissertation dedicates to work over deeply how the personae figures'meaning come into being from the given whole system of advertising symbols and then be transmitted accurately and smoothly in the view of semiotics. The thesis exposes the hypostases of the personae figures in an advertisement: a complex symbol with meanings of two levels. And then takes the principal personae figures as concrete ensample, going deep into the advertisement symbols system, to study the meaning building mechanics of personae figures from microcosmic level, including the producing of meaning, the regulating of meaning and the transferring of meaning. In the end, in the virtue of the theory"encoding and decoding", the meaning transmitting mechanics of personae figures is further studied.