符号的能指和所指之间并不是约定不变的关系。由于环境不同、文化不同、背景不同,人们对于同一个符号的理解也各有千秋。同一个能指能被不同的所指来解释其意义;同一个所指能由不同的能指来表达其内涵。广告设计中把原本毫无关联的能指和所指完美配对,便出现了独一无二的广告创意,经典广告由此而生。 There is no unanimity between the signifier and the signifier. Due to different environments, different cultures and different backgrounds, people also have different understandings of the same symbol. The same signifier can be interpreted differently by different meanings; the same signified by different signifiers to express its meaning. Ad design in the original irrelevant of the finger and the perfect match, there has been a unique creative advertising, the classic ad was born.