From the perspective of language philosophy , language view , as well as arbitrariness and theoretical motivation , the paper explores the connectivity between saussure ' s idea on linguistics and cognitive grammar , with the expectation that more attention will be paid to the study in this respect 摘要本文从语言哲学、语言观和任意性以及理据性的角度，探讨了索绪尔语言学思想与认知语法的连通性，以期引发对这方面的问题给予更多的研究和关注。
Ferdinand de saussure ' s structuralist linguistics stimulates a thriving structuralist movement in the 20th century western world and repudiates the old notion of meaning which empiricism holds so that it creates for modern stylistics and structuralist poetics a framework of practical criticism 索绪尔的结构主义语言学催生了20世纪西方世界结构主义空前活跃的局面，并彻底否定了陈旧的经验主义语义观，为现代文体学和文学批评提供了理论模式。
Second section is summarized in the interest of the advertising semiotics : the advertising semiotics approximately idea was fixed in the limit , advertising semiotics fundamental research means and sense , introduce the domestic large rope beginning and the widely adopted semiotics fundamental category 第二章为广告符号学概述：界定了广告符号学的概念，广告符号学的基本研究方法及意义，介绍了国内广为采用的索绪尔符号学的四对基本范畴。
But domestic at the moment still not analyses the carding theory fruit to advertising semiotics theory research completely , hence , the research is reviewed by stages and classification to the advertising semiotics is contributed ; be aimed at now available text research defect , proposes a new angle to analyze advertising : the languages angle and the audient psychology angle , thus the meaning of advertisement can be understood more clearly designing the actual operation means of advertising semiotics and forecast advertising semiotics development tendency piece is also the original innovation . first section is the introduction , the profile was expounded against researches the aim , research target , research means together with research process 而目前国内还没有对广告符号学理论研究进行全面分析梳理的理论成果，因此，将广告符号学分为导入期、发展期、繁荣期三个历史时期，对每一时期进行回顾总结、文献梳理，并归纳其特点与不足是本文的理论贡献之一；针对现有研究方法的不足，力图寻求一个研究方法的新视角，提出将索绪尔符号学研究方法更弦易帜：从最基本的语言出发来分析广告、品牌，从受众符号心理角度解释文本意义的多样化解读并进行问卷的实证调查是本文的创新之二。
