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新媒体时代背景下,各种异常形态的广告极大地冲击了广告理论,广告风格及表意模式发生巨大变化。而当前的对广告趋势的分析,大多停留在现象描述、技术总结之上,未能深入洞察广告表意的本质变化。本文认为,要有效把握当代广告的表意模式,从而提高操作的针对性和效率,必须从发展史的角度进行宏观整体的把握,考察广告表意模式进展至今的推动力和演变轨迹。本文从符号修辞的视角出发,借用“四体演进”理论,分析广告表意模式的内在演进,提出广告表意模式在经历了隐喻阶段、提喻阶段、转喻阶段之后,发展到以反讽为主的表意模式。反讽是当代文化的重要特征,也是新媒体时代广告表意的最本质特征。
Under the background of new media era, all kinds of abnormal advertisements have greatly impacted the advertisement theory, and the advertisement style and the expressive mode have undergone tremendous changes. The current analysis of advertising trends, mostly stuck in the description of the phenomenon, the summary of technology, failed to insight into the essence of changes in advertising ideas. This paper argues that in order to effectively grasp the expressive model of contemporary advertising so as to improve the pertinence and efficiency of the operation, we must grasp the macrocosm from the perspective of the history of development and examine the impetus and evolution trajectory so far of the progress of the advertisement meaning model. From the perspective of symbolic rhetoric, this paper uses the theory of “evolution of the four bodies” to analyze the inherent evolution of the advertising intelligible pattern, and proposes that the advertising ideographic pattern evolves from the metaphorical stage, the metaphorical stage and the metonymic stage to the ironic The Lord’s mode of expression. Irony is an important feature of contemporary culture and the most essential feature of advertising in the new media era.