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certain occasion, representamen stands for certain object with regard to a certain kind of idea, but not in all respects.
    From these definitions, some characteristics of sign can be deduced here. Firstly, sign is used by human beings to convey information and express their feelings in specific situations. For example, it is originally a natural phenomenon that tree leaf turns yellow or falls. But human beings make an assertion that when this phenomenon happens the autumn is coming according to their experience. So this phenomenon becomes the sign of season alternation. Photos and portraits in the essence are only pictures, but they can represent the people in them and can be seen as the signs of these people. Dove is
originally just a kind of bird. It is used by people to symbolize peace, friendship, unity, and holy and pure. So it can be regarded as the sign of these things. Some signs are things existing in nature which couldn't be considered as signs unless they are used by people to express certain meanings, whereas others don't exist in nature and are created by people to convey meanings for specific purposes (see Chen Zongming, 2004). For instance, traffic light is not simple light. It is created by human beings and used by police to direct traffic. The colors of it also have certain meanings that are restricted by humans: red for stop, green for go and yellow for wait. The meanings of these colors are also set by human beings.
    Second, the meanings of signs applied by people in different cultures can be divergent. Taking "dragon" for example, it is regarded as the symbol of emperor in ancient China and is a kind of miraculous totem in Chinese fairy stories. The Chinese emperors in the ancient times are seen as personification of real dragons and the sons of heaven. So people believe that it is the destiny that the emperor controls the country, and anyone who opposes him will be branded as traitor with the gravest crime. In ancient fairy stories, deity Longwang who is called the dragon king has the authority over rainfall. In Chinese traditional customs, people used to worship and pay respects to dragon with their

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    1.3 Structure of the ............. 15-17
Chapter Two Literature Review ..............17-27
    2.1 General review on the studies .............17-21
        2.1.1 Researches abroad .............17-19
        2.1.2 Researches at home .....................19-21
    2.2 General review on the ................ 21-27
        2.2.1 Researches abroad ...............22-24
        2.2.2 Researches at home................... 24-27
Chapter Three Theoretical Framework................. 27-34
    3.1 Peirce’s semiotic theory.............. 27-29
    3.2 Kluckhohn and Strodtbeck’s .......... 29-31
    3.3 Framework of this thesis ........31-34
Chapter Four Methodology ............34-36
    4.1 Research questions ................34
    4.2 Research subjects ................34
    4.3 Research methods .............34-35
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