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中文摘要：
符号学观点出发,广告传播是一项符号表意活动。广告符号表意有其特殊性,表意过程中的意图意义、文本意义以及解释意义三者一致,符号表意过程将会更高效,从而取得更好的效果。因此,广告的制作应力求意图意义、文本意义和解释意义的一致性从而完成表意,在这一过程中,伴随文本对于文本意义的构建起着决定性作用。
英文摘要：
From the view of Semiotics,advertisement communication is an activity of symbol expressing,which has its own specialties. In order to achieve better goals,the meanings of purpose,meanings of text and meaning of interpretation should be accordant through this process. Therefore,the making of advertisement should also focus on the accordance of the three meanings to complete the expressing. Co-text has decisive effect on construction of textual meaning in this process.
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