本文主要是讲广告中的多义词，一词多义可以定义为一种技术，它包括一个符号的能力，它可以包括一个词或一个符号有一个以上的含义。它可以被定义为使用这样的方法，通过这种方法，人们采取与同一信息相关的不同类型的方法(Scott. 2012)。一词多义现象在广告中屡见不鲜。同样的一个例子是卡尔文·克莱因(Calvin Klein)的建议，他说人们在他的公司的广告中读到的东西根本不存在。本篇代写价格文章由澳洲论文人EducationRen教育网整理，供大家参考阅读。
Polysemy may be defined as the technique which includes the capacity of a sign which may include a word or a sign to have more than one meaning. It may be defined as the use of such methods by which the people takes different kinds of methods related to the same message (Scott. 2012). There have been multiple instances where polysemy has been used for the purpose of advertisements. An example of the same is the suggestion by Calvin Klein who said that the people read such things in the advertisement of his company which do not even exists.
Polysemy can be said to exist in an advertisement if there are two different interpretations of the same ad message among the audience. Polysemy can be used in two different forms which may either be synchronic or diachronic. Synchronic may be defined as the polysemy which occurs across two of different audience at certain point of times in such a manner that different groups observe the advertisement in different manner (Chasteen& Bradford, 2014). Diachronic polysemy on the other hand may be defined as the one which is occurring in the same individual during the reception of an advertisement. In this advertisement, a white person has been shown to be surrounded by an awkward situation which he is surrounded by different black people. He says that it is too easy to get out of this situation with the help of fried chicken from KFC.
KFC Cricket: https://www.youtube.com/watch?v=FftZt-Dw_hQ
One of the examples of synchronic polysemy is the example of KFC cricket ad. In this advertisement the people can survive from a crowd of awkward block people through the bucket fried chicken (Arora et al, 2016). On the other hand, an example of diachronic polysemy is the happy family detergent advertisement. In this advertisement, clothes of all people have been shown to get dirty because of different activities. The one time solution for this is ‘All’ which serves to be a solution for all the dirt of all the people.
The emergence of polysemy in advertisement is as a result of the strategic efforts of the firms. In the present times, the concept of one on one marketing, mass customization and online forums has been increasing more and more. This has helped to serve the goals and the situation of individual consumers (Brown et al, 2013). Thus, they need not to risk themselves by becoming obsolete.
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