CAJ | 학술논문

晚近的女性运动广告是一个弥散着大量符号的表意系统,由此产生的诸多文化附加意义使得商品（品牌）承担着信息交换、思想表达、价值认同的作用.运用符号学原理,对NIKE女性广告中的语言和言语、能指与所指、横向组合与纵向聚合进行文本分析,力图将女性运动广告符号的结构关系和深层意义清晰呈现出来,探索出一条对运动广告进行微观分析的典型理路.
만근적녀성운동엄고시일개미산착대량부호적표의계통,유차산생적제다문화부가의의사득상품（품패）승담착신식교환、사상표체、개치인동적작용.운용부호학원리,대NIKE녀성엄고중적어언화언어、능지여소지、횡향조합여종향취합진행문본분석,력도장녀성운동엄고부호적결구관계화심층의의청석정현출래,탐색출일조대운동엄고진행미관분석적전형리로.
In recent years, sports advertisement for women became a signifying system full of signs. Commodities （brands） play parts in information exchange, ideology expression and value identification because of the cultural attached meanings come from the signifying system. Applying Semiotics theory to analysis the language and the utterance, the signifier and the signified, the syntagmatic and the paradigmatic in NIKE advertisement for women, in order to reveal a clear structural relation and deeper meaning of the advertisement signs. Also, this paper finds out a typical concept for micro - analysis the sports advertisement.