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Author: search.filters.author.Veste, LuciaStart date: 2023

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    Publicitatea ca sistem semnificativ: o analiză semiotică a strategiilor de comunicare lingvistică și iconică [Articol]
    (CEP USM, 2025) Veste, Lucia
    The semiotic model for analyzing advertising discourse is based on perceiving advertising as a structure or a specific sub-code of persuasive communication. The notion of advertising structure refers to a whole made up of linguistic and iconic elements. The advertising message represents a mixed discourse, composed of both text and image. Each of these two components plays a collaborative, coexisting, and complementary role with a commercial purpose, and not a competing one. The two forms coexist within the advertising message. Since advertising constantly seeks innovation, words often cannot be explained except through the image presented in the mixed message, which comes to support the text.
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    RAPORTUL EFORT COGNITIV ȘI EFECTE CONTEXTUALE ÎN INTERPRETAREA DISCURSULUI
    (Editura USM, 2024) Veste, Lucia
    Two key concepts in interpreting a discourse are cognitive effort and the contextual effects derived from the Relevance Theory of pragmatic analysis. Cognitive effort represents the number of cognitive operations performed by the interlocutor to interpret a linguistic or non-linguistic message. Meanwhile, contextual effects express the gain obtained in relation to the invested effort. Both concepts influence the efficiency of a discourse, so the lower the cognitive effort compared to the contextual effects obtained, the more relevant the discourse, and its interpretation is more accessible.
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    INTERTEXTUALITATEA DISCURSULUI PUBLICITAR
    (CEP USM, 2023) Veste, Lucia
    In the view of some linguists, advertising can be perceived as intertext, interdiscourse or intradiscourse. Interdiscourse is defined as a phenomenon of architectexuality or, in more general terms, transtexuality, characterized by a socio-discursive formation. Interdiscursiveness is the oral and “floating” reference to a particular source without directly citing it. It therefore represents a Bakhtinian dialogism, a preconstructed, anterior and implicitly admitted statement, a repetition or a déjà-vu.