| dc.contributor | 新聞學研究 | - |
| dc.creator (作者) | 劉慧雯 | - |
| dc.creator (作者) | Liu, Hui-Wen | - |
| dc.date (日期) | 2002-01 | - |
| dc.date.accessioned | 2019-06-26 | - |
| dc.date.available | 2019-06-26 | - |
| dc.date.issued (上傳時間) | 2019-06-26 | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/123993 | - |
| dc.description.abstract (摘要) | 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。 | - |
| dc.description.abstract (摘要) | 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. | - |
| dc.format.extent | 2176010 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 新聞學研究, 70, 197-227 | - |
| dc.subject (關鍵詞) | Saussure;符號學;語言結構;言語活動;廣告文本意義 | - |
| dc.subject (關鍵詞) | Saussure ; Semiotics ; langue ; parole ; advertisement ; meaning | - |
| dc.title (題名) | 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 | - |
| dc.title (題名) | Reconsidering the Application of Saussurian Semiotics in Advertisement Researches | - |
| dc.type (資料類型) | article | - |
