From A Semiotic Analysis Of Advertising Humor

Humor is one of the characteristics of many successful advertisements and is also an important means to achieve advertising's goal. Semiotic theory can analyze the employment of various verbal and visual signs in advertising, thus this thesis will apply semiotic theory to explaining how to making up humor in an advertising.First, in the part of theoretical building, the thesis expounds and proves that the semiotic theory can be applied to analyzing advertising and defines the humor in advertising as well. Then, from the semantic, syntactic and pragmatic point of view, the thesis studies the humor of advertising based on the semiotic theory. The last part is the conclusion.The thesis tries to provide the new perspectives for making and analyzing humorous advertising and also proves that the semiotic theory has a promising academic future and profound practicing value.