住宅廣告的符號意義與身份建構

A Study on the Symbolic Meaning and the Construction of Identity in Residential Advertisement

In the transformation of society, the purchase of residential has become a consumer movement. The consciousness of identity in the real estate advertisements has a profound influence on people's housing consumption concept. Taking the residential advertisements in IAI China Advertising Yearbook from 2000 to 2016 as the research samples, the essay focus on analyzing the text symbols and the image symbols of real estate advertising, using semiotics of signifier, signified and the combination of signification. Through the analysis to discuss the real estate advertising how to realize the process of advertising myth through the mechanism of naturalizing and generalization, going beyond the denotation of symbols themselves to construct the imaginative attribution of identity through the metaphor of connotation and metonymy of metalanguage.