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- 2017
从符合论到社群真知观：广告真实的符号学分析
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Abstract:
摘要 关于广告的真实问题讨论由来已久，但大多研究是从客观事实“符合论”（theory of correspondence）角度展开讨论，认为广告文本必须符合客观事实。“符合论”未能覆盖那些无法直接用经验所验证的内容，而广告这部分内容占比极大，因此广告真实问题一直未能获得令多数人信服的结论。以皮尔斯为代表的符号学者突破上述“符合论"，从文本和阐释社群的互动出发，提出“真知”观（truth），认为真知是群体探究的结果，是人们运用科学方法进行探究时最终会达到的“社群性一致意见”。符号学的“真知”观为解决广告学界争论不休的真实问题，提供新的路径。本文基于“真知观”出发，提出广告真实包括三个层面：传统的符合论回答文本是否符合客观事实的问题；文本“融贯论”要求文本内部保持统一；社群真知论则提出广告文本必须符合阐释社群认知和传播伦理要求。三层真理观叠合，才能彻底回答广告真实这个重要而困难的论题。
In most of the previous discussions concerning the truth of advertisements, it is widely held that advertising texts must be in strict agreement with the objective facts, which is, in fact, a belief rooted in the theory of correspondence. However, this theory fails to cover those contentsin advertisements that are not verifiable by immediate human experiences, which, in effect, take up a large part in advertisements. Thus, there is still an absence of convincing conclusions on this issue. Charles Peirce and other scholars of semiotics, based on the interactions between the texts and the interpretive community, proposed a new version of the concept of “truth”, which goes beyond that of the theory of correspondence—truth is the result of the explorations of the texts by the community of reception, “the community consensus” ultimately reached by the community members through their collective explorations with scientific methods. This new concept of truth provides both a new approach and a viable solution to the long controversy over the truth of advertisements among scholars in the field of advertisements. This paper, based on this new concept of truth, proposes the theory of coherence concerning the truth of advertisements and discusses the issue of maintaining truth in advertisements from three aspects: the coherence of style, the coherence of the discourse and communitarian truth. This paper also intends to provide a new perspective and a more comprehensive understanding of the truth of advertisements
