On Deconstruction of Linguistic Signs in Rhetorical Activities: Taking Advertising Slogan as an Example

摘要

Deconstruction means breaking apart a fixed relation or structure and is one of the important characteristics in rhetoric. In rhetorical activities such as specific advertising slogans, deconstruction is mainly embodied in the following two aspects: one is breaking free the corresponding relation between "signifier" and "signified" that has been publicly accepted; the other is changing the collocation of relevant elements. In terms of breaking the corresponding relation between "signifier" and "signified", it is achieved through changing the connotation of rational meaning and emotional meaning. Besides, irregular collocation and lexical deviation can lead to the changes in collocation of relevant elements. The thesis aims to enable readers to deepen their understanding of "deconstruction in linguistic signs" through analysis and exposition.