彙整符號學者對組合(syntagm)與聚合(paradigm)兩個概念的討論，我們嘗試打造一個可供經驗分析用的符號學工具箱，並實地運用在研究《中國時報》刊登的一則「臺灣魚」廣告。分析結果指出，廣告的文案圖片除了傳遞「以在地的角度觀看臺灣」的表面意義之外，還透露了該報系進軍中南部市場的深層意義。文末並討論符號學分析與曼罕(Mannheim)社會學之意識形態的關係。

　　　　　A semiological mode, based on discussions of paradigm and syntagm, or similarity and contiguity, is proposed to analyze everyday cultural artifacts, such as an advertisement. We then apply the model to the analysis of a "Taiwan fish" advertisement published on a national newspaper, China Times. In addition to a surface meaning, which claims that China Times now reports local news from a local viewpoint, we found that the promotional advertisement, in a semiological sense, actually proclaims the newspaper's penetratioin into local markets. The adequacy of our application is finally subject to interrogation in terms of Karl Mannheim's notion of ideology.