The semiotics of contemporary advertising messages: Decoding visuals
| Autor: | Mirza Džanić |
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| Jazyk: | angličtina |
| Rok vydání: | 2013 |
| Předmět: | |
| Zdroj: | Jezikoslovlje Volume 14 Issue 2-3 |
| ISSN: | 1848-9001 1331-7202 |
| Popis: | Within the discourse analysis, semiotics identifies how signs are used to represent something. In the discourse of advertising it can be a wish, a need, a desire or a worry to be solved, for instance. In this sense, the paper deals with the switch from denotative to connotative meanings of contemporary ads. The approach is based on the assumption that communication is achieved via decoding and encoding messages. The connotative meaning represents the overall message about the meaning of the product which the ad is creating by the use of the image (e.g. the photographed model). The ad functions by showing us a sign with easily readable mythic meaning (e.g. the photographed model is a sign for feminine beauty) as well as by placing this sign next to another, potentially ambiguous, sign (e.g. the name of the perfume) (Barthes 1972). U okviru analize diskursa, semiotika istražuje kako znakovi predstavljaju pojave. U diskursu reklamnih poruka to naprimjer mogu biti želja, potreba, žudnja ili briga koju treba prebroditi. Rad se u tom smislu bavi prijelazom s denotativnog na konotativno značenje suvremenih reklamnih poruka tiskanih medija. Teza se zasniva na pretpostavci da se komuniciranje odvija putem kodiranja i dekodiranja poruka. Konotativno značenje, ostvareno putem upotrebe slike (naprimjer fotografirani model), predstavlja poruku koju je oglašivač htio poslati u cjelini. Reklamna poruka funkcionira na način da nam prikaže lako razumljivo mitsko značenje (fotografirani model kao znak ženske ljepote) zajedno s prikazanim, potencijalno dvoznačnim, znakom (ime parfema koji se reklamira) (Barthes 1972). |
| Databáze: | OpenAIRE |
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