Saussure符號學理論在廣告研究中的應用：文本意義研究的更弦易幟

Abstract

Saussure的符號學對於理解媒介文本一直是很好的分析工具，但過去研究者卻常忽略了該理論對於系統性差異的強調，以及語言系統與言語行動之間的差別。對此，本文提出文本意義研究的更弦易幟，試圖以比對、重視差異架構的方式，為廣告研究對Saussure符號學的應用，指出一條可關照社會、文化與歷史面向的新面向。

This article first concerns about the misusing of Saussurian Semiotics, and then presents a comparative way to unearth Saussurian Semiotics in detail. Rather than thinking of Saussure as a structuralist and Semiotics a mechanical analyzing technique, this article emphasizes what Saussure stressed as `difference` when explaining how signs make sense. It indicates that by figuring the differencing framework of texts, meaning can be unfolded in a comparative way. Saussurian Semiotic, therefore, can be used as a conceptual tool on cultural studies.