Publicitatea ca sistem semnificativ: o analiză semiotică a strategiilor de comunicare lingvistică și iconică [Articol]

Abstract

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.