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1、ArthurAsaBerger:SemioticsandConsumerCulture13SemioticsandConsumerCultureSemiotics,thescienceofsigns,hasalonghistory.The“fatherofmedicine,”Hippocrates(460-377BC)wasinterestedinsignsandtheirrelationtomedicalsymptoms;afterhimphilosopherssuchasPlato,Aristotle,SaintAugustineandLockealso
2、wroteaboutvariousaspectsofsigns.Wemaysaythatmodernsemioticsstartedwiththeworkoftwoauthors:FerdinandedeSaussure(1857-1913),alinguistattheUniversityofGeneva,whocalledhisapproach“semiology”andCharlesS.Peirce(1839-1914),aphilosopheratHarvardUniversity,whocalledhisscience“semiotics.”Sau
3、ssure’sbook, CourseinGeneralLinguistics,publishedin1915ismadeofnotesfromhisstudentsthatwerecollectedandputtogetherbyCharlesBallyandAlbertSechehaye.Peirceproducedanenormousbodyofwritingsonsemiotictheorythathavebeenextremelyinfluential,andhistermforthescienceofsigns,“semiotics,”isthe
4、onecurrentlyusedbyscholarsinthefield,whatevertheirorientation.TherootofbothsemiologyandsemioticsistheGreekwordforsign,sēmeîon.Inhis CourseinGeneralLinguistics, Saussuredescribedwhathemeantbysignsandexplainedtheirsignificance(1966:16):Languageisasystemofsignsthatexpressesideas,andis
5、thereforecomparabletoasystemofwriting,thealphabetofdeaf-mutes,symbolicrites,politeformulas,militarysignals,etc.Butitisthemostimportantofthesesystems.Asciencethatstudiesthelifeofsignswithinsocietyisconceivable;itwouldbepartofsocialpsychologyandconsequentlyofgeneralpsychology;IArthur
6、AsaBerger:SemioticsandConsumerCulture13shallcallit semiology (fromGreek sēmeîon “sign.”).Semiologywouldshowwhatconstitutesasign,whatlawsgovernthem.Saussureexplainedthatsignshavetwoparts:asound-imageor signifier andaconceptor signified;itisimportanttorecognizethattherelationbetweent
7、he signifier and signified isarbitraryandbasedonconvention.Thus,themeaningofsignscanchangeovertime.Saussurealsosuggestedthatsignscanbestudiedsynchronically,atagivenpointintime,anddiachronically,astheyevolveovertime.Saussuremadeanotherimportantpoint,namelythatconceptsaredefineddiffe
8、rentially.Heexplainedthati
