| Through the view of discourse analysis theory and taking the examples of the fashion & accessories ads, we try to find how the ad discourse analysis set up the social imagery by explaining the whole process of the meaning's producing, spreading and consuming. From the discourse of fashion & accessories ads, we expound the general rules with more signification. In the part of the meaning's producing, we brought forward several propositions. 'The macroscopical meaning of the advertising verbal makes up the level system of the social imagery'. 'The metaphorical meaning of the advertising verbal constructs the potential system of the social imagery'. 'The montage of advertising image symbol produces new social meaning'. In the part of the meaning's spreading, we explained the non-mass communication fields in depth, including the Intrapersonal Communication, Interpersonal Communication and Group Communication. The propositions we brought forward are as follow. 'The intrapersonal communication of advertising discourse makes the inner influence of the social imagery', 'the interpersonal communication of advertising discourse are the process of social imagery's mapping', 'the group communication of the advertising discourse are the process of social imagery's radiation', 'the mass communication of the advertising discourse are the process of social imagery's legitimization'. In the part of the meaning's consuming, we curtly expatiated the proposition that the consuming of the ads discourse meaning will finally influence or even reconstruct the realistic social structure and social relationship. The theory of advertising discourse analysis is not only an applied theory, but the study method as well. Through the study, we hope to provide the analysis frame and operation example for the advertising discourse analysis theory which we established. |
