"bet365 horse racing odds"，Perhaps the favorite topic among colleagues studying contemporary literature and cultural theory。Since the 21st century，There are nearly 20 books whose titles indicate that they discuss bet365 horse racing odds；“bet365 horse racing odds” appears in the title of CNKI，And papers with the keyword "bet365 horse racing odds"，More than 2,000 articles。Literary language must be ironic language，This is the New Critics’ broadest definition of ironic language，There are many topics about "New Criticism and bet365 horse racing odds" in this type of discussion。Understand the ironic language and the ironic spirit of literature in the broadest sense，It is a valuable legacy left by modern literary theory。The line of argument directly connects from modernity to postmodernity，Therefore, some of the existing discussions also have a far-sighted perspective、Discussing the cultural dimensions of bet365 horse racing odds，Although the starting point is still language and literature。"On bet365 horse racing odds" (written by Ni Aizhen，Sichuan University Press June 2020 edition) book，Strive to open up a new world of research on ironic semiotics。

Today’s social culture has entered a new era。The proportion of literature in cultural life has declined，bet365 horse racing odds trend is impossible to suppress，The importance of the language medium on which literary activities depend decreases，Visual/auditory has become the medium through which the most important genre of contemporary culture is based。bet365 horse racing odds forces our theoretical consideration of culture to shift from literature to images、Film and TV，The rhetoric we face has to be cross-media symbolic rhetoric；The study of various major figures of speech，I also have to learn from the language、Literary turn symbol、image。bet365 horse racing odds transformation has not yet been completed not only in domestic academic circles，There is no successful precedent in the international perspective。

To move a figure of speech from language to non-verbal symbols，It cannot be solved by simple translation。Language is the greatest human being、The most systematic symbol system。Rhetoric and language are so closely integrated，So much so that rhetorical semiotics must find a new set of research methods。The study of rhetorical language forms has a history of 3000 years。We must break these rules，It cannot be solved by changing a few examples。Take simile and metaphor as two starting points of rhetoric，Once you lose words with clear semantics such as "is", "like", "ru" and "like"，How to explain the rhetorical relationship in image/auditory text？This is already a simple figure of speech，Once one has to deal with non-verbal media genres such as bet365 horse racing odds、Paradox、Explain complex rhetorical relationships such as whirlpools，It’s even more difficult。

This book takes the study of bet365 horse racing odds from the linguistic form of the text，Turn to the recipient’s interpretation of the text，That is, the interpreter’s comprehensive consideration of the symbolic text and context。In the author’s words，It is to turn rhetoric into "a cognitive framework for text naturalization"。This is a valid research position，Looking forward to a wise change of emphasis，It is also a way of explanation with philosophical significance。However，This requires the argumentation line of the whole book，From text form to the combination of text and accompanying text，Turn to socio-cultural background factors contained in the text；That is, taking bet365 horse racing odds from a text composition method，Transformed into a symbolic representation。Through this change of perspective，Complete the complex operation from linguistic bet365 horse racing odds research to symbolic bet365 horse racing odds debate。The value of this book may lie in that it is a new beginning: the "interpretive transformation" in the book deserves careful discussion in the academic community，To open your horizons、Leap into a new methodology。

(Author’s unit: School of bet365 horse racing odds and Journalism, Sichuan University)