| The thesis,based on culture research,communication theory,semiotics and advertising theory,is designed to analyze advertisement symbol discourse by the method of document analysis and case research in order to reveal the power phenomenon in the advertisement symbol.The whole thesis consists of four parts. The preface includes the origin of the reason,research background,relative definitions or theory, research methods and purpose. The first part proves the power advertisement symbol's existence from the perspective of the theory and the generation of power discourse.The second part is the core of the thesis. At the beginning,the detailed advertisement discourse analysis is carried out,including construction analysis and image identification is divided into situation context and image identity. Then this section induces the result from the superficial layer to the deep layer.The third part deals with the problem of the advertisement power discourse. From the historical logic it explores the relationship between the power and ideology, and then points out the naturalization methods in the power discourse operation system. The forth part demonstrates power discourse value to the advertisement. The power discourse triggers off the limitless power desire and the advertisement is endued with great vitality. |
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