Proceedings of the 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)

On Deconstruction of Linguistic Signs in Rhetorical Activities—Taking Advertising Slogan as an Example

Authors
Ying Yang
Corresponding Author
Ying Yang
Available Online July 2019.
DOI
https://doi.org/10.2991/iccesd-19.2019.41How to use a DOI?
Keywords
Rhetorical Activity; Advertising Slogan; Linguistic Sign; Deconstruction
Abstract
Deconstruction means breaking apart a fixed relation or structure and is one of the important characteristics in rhetoric. In rhetorical activities such as specific advertising slogans, deconstruction is mainly embodied in the following two aspects: one is breaking free the corresponding relation between “signifier” and “signified” that has been publicly accepted; the other is changing the collocation of relevant elements. In terms of breaking the corresponding relation between “signifier” and “signified”, it is achieved through changing the connotation of rational meaning and emotional meaning. Besides, irregular collocation and lexical deviation can lead to the changes in collocation of relevant elements. The thesis aims to enable readers to deepen their understanding of “deconstruction in linguistic signs” through analysis and exposition.
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Proceedings
2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2019
ISBN
978-94-6252-757-7
ISSN
2352-5398
DOI
https://doi.org/10.2991/iccesd-19.2019.41How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Ying Yang
PY  - 2019/07
DA  - 2019/07
TI  - On Deconstruction of Linguistic Signs in Rhetorical Activities—Taking Advertising Slogan as an Example
BT  - 2019 International Conference on Contemporary Education and Society Development (ICCESD 2019)
PB  - Atlantis Press
SP  - 168
EP  - 171
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccesd-19.2019.41
DO  - https://doi.org/10.2991/iccesd-19.2019.41
ID  - Yang2019/07
ER  -