The Meaning Production Mechanism Of Advertising Language

Since we entered the 21st century, along with the rapid development of economy and material welfare, consumption began to blend with culture.Therefore, it is imporant for human to enhance the symbolic value of goods useing advertising language. As the first element of advertising language play an irreplaceable role in the process of meaning production because of its unique advantages.It can not only transfer information effectively, but also create unique symbolic value.In fact, the meaning production of advertising language is a two-way interactive process. By this, we will analyse the meaning production process by Stuart hall’s encoding/decoding theory in two aspect. Advertisers code the message.They create commodity’s existential value by operating the language symbol,and construct commodity secular "myth" finally.The audience’s decoding process is actually a process of unscramble symbols.They release the meaning of advertisements, completeing the meaning reproduction.This has become the final inspection criteria of meaning production.An advertisement is successful or not, mainly lies in the advertisement audience’s resonance.In addition, the audience’s feedback is very important for advertiser’s recreation.In addition, it is important to note that the meaning process of the advertising language is not a mechanical process.It is a process filled with persuasive Art. Artistic and aesthetic run through the whole process of meaning production. During the coding stage,advertisers make full use of their own aesthetic experience to cteate, trying to create effective and classic advertising language.In the process of decoding, advertising audience can’t help using their own concept of aesthetic, examing the advertising language in a full range.In conclusion, this paper will try to break the static text analysis, drab theory explanation and one-way one-sided understanding. We will try to depict the complete process of meaning production from a dynamic perspective. Through the research of this paper, we want to be able to provide some beneficial enlightenment for the theoretical study and creation practice of advertising language.