Intertextuality in Advertising (original) (raw)
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Social semiotic genre: exploring the interplay of words and images in advertising
Anuari de Filologia: Llengües i Literatures Modernes, 2022
This study examined the interplay of pictorial and written modes that position advertising as a multimodal genre, explainable through a social semiotic perspective. Eight advertisements of the financial, telecommunications, and beverage products functioned as devices of analysis. Nevertheless, multimodal communicative acts served as the processing tool, elucidating the meaning potentials of the advertising configurations. Having deployed a system of multimodal interacts, tables and graphs assisted in accounting for the frequency of the semiotic resources of the written modes. The analysis indicated large and highlighted fonts (Celebrating the world's no. 1 fixer), repetitions (Guinness, Maltina, real deal), and deviant constructs (EazyLoans, GTWorld) as elements of propagating intended messages. The deployment of codes (*966*11#, 737) and fragmented clauses (Over N100 million worth of airtime) played some roles in the meaning-making operations. Of significance is the Guinness' conceptual "digits" of 17:59, contextualising the year, time, and channel of promotional benefits. Though questions (Have you called mum today?), offer (It can be), and minor clauses (Welcome to Guinness time) were parts of the communicative systems, statements (Terms and condition apply) and commands (Enjoy the complete richness of Maltina) dominated the entire dialogues. One might suggest that communicators should endeavour to deploy apt constructions and create eye-lines between participants as means of sensitising readers into consumption.
The semiotics of contemporary advertising messages: Decoding visuals
Jezikoslovlje, 2013
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).
Intersemiotics in Contemporary Advertising. From Sign Translation to Meaning Coherence
2015
The very informed contemporary advertising-reluctant consumer asks for coherence and transparency from the creators of the advertising discourses, who, on the other hand, try to be relevant using local and contextual features even if the brand is international (Pepsi uses a Romanian song within Shazam and the international brand Danone is “Made in Romania”). This paper explores a series of theoretical concepts, from intersemiotic complementarity and cohesion to a contextual model of social semiotics, from translation and adaptation theories to multimodality and intermediality, in order to find some simple instruments for the construction and adaptation of the advertising messages to the consumers’ social, technological and cultural context, able to better target an audience and to maintain coherence all along a discourse that uses from conventional print media and TV to very innovative mobile apps and other digital endeavors.
Relevance and Intertextuality in Print Modern Advertising-A Conceptual Approach
Dans une première étape, notre étude va introduire les notions d'intertextualité et relevance, en bref. Puis, on va réviser ces notions en les trans-posant au domaine de l'analyse du discours, plus exactement, au discours publi-citaire modern imprimé. Dans ce cadre théorique, nous allons avancer une hypothèse regardant la relevance du discours publicitaire modern-domaine pragmatique de manifestation des opérateurs de l'intertextualité. Ensuite, on va subordonner-et développer, aussi-, notre hypothèse à notre approche conceptuelle, à fin de démontrer qu'un discours publicitaire moderne et relevant, grâce aux opérateurs de l'intertextualité, devient plus relevant -surtout parce que la relevance n'est pas une notion absolue, elle peut être décrite en degrés-, à la condition que les opérateurs de l'intertextualité soient conceptualis és, projetés au niveau conceptuel. Et, si la projection est concentrée autour d'une seule représentation conceptuelle majeu...
A pragma-semiotic analysis of advertisements as multimodal texts: a case study
This chapter presents Congruity Theory as a valuable tool to enhance the understanding of multimodal discourse. We focus on the rhetorical organization of a product advertisement that performs the action of persuading somebody to buy something (the action in view of which text elements and semiotic resources are orchestrated in ads). After establishing an exhaustive inventory of text units independently of their semiotic mode (following recent research highlighting the need of overcoming pre-structured interpretations of multimodal texts), we employ Congruity Theory to function-pragmatically define the subordinate actions of text units in relation to the superordinate pragmatic function of the text.
Theoretical Conceptualization of Semiotic Messages in Advertising
2020
Purpose-This article proposes to overview theoretical fundamentals of symbols, signs and, the use of the semiotics analysis method in advertising. An additional aim is to identify visually how these messages of signs and symbols affect consumer behaviour. Design/methodology/approach-This study adopts a literature review and historical overview and an advertising review with visual examples as its research methodology. Finding-Until recently, the semiotic method which is based on a knowledge of semiotics and the theory of advertising has been forgotten. It is hard to find new scientific articles and scientific discussions. Therefore, this theoretical overview is needed for the marketers and consumers in order to find out the semiotic method from the new perspective. Research limitations/implications-Theoretical approach most recently requires empirical investigations in order to prove literature review and fulfil the gap in exposed printed adverts, which will come in the further studies. Practical implications-The proposed conceptual framework provides marketing strategists with a template for a different approach to advertising contents' which success depends on semiotic method and codes revealed in printed advertisings. Gives two-way perspectives for advertising one as marketing tool and the other as communication processes perspective. Originality/Value-The novelty lies not in the acquainted use of semiotics in advertising but in the carefully orchestrated construction of gazes, angles, representations, narratives and interpretations characteristic of semiotic use in advertising in which has a tremendous influence to consumer buying behaviour.
Language and Semiotic Studies 2 (3): 125-139, 2016
The purpose of this preliminary study is to study the coexistence of the semiotic systems found on paper trivets, i.e. commercial use devices with a double function: functional as a trivet and advertising as printed advertising messages. They are special messages that can be classified into a different type of advertisement, since the reader comes in contact with them during a habit considered perhaps the most important of the day, that of dining. In the study I focus on the synergy of semiotic systems, verbal, iconic visual signs, plastic visual signs (colour, proxemics, typography/graphics) to generate meaning and on the intersemiotic function of some of them based basically on the theories of Roland Barthes, Groupe μ. and Roman Jakobson. The study aims to contribute a semiotic perspective to a type of advertising that until now has not been studied systematic and which can emerge as an important tool in the field of marketing even in crisis-hidden cases, such as Greece. The most important findings of the study involve that intersemiotic translation is achieved only through a verbal and nonverbal sign and that importance in advertising depends largely on the synergy of plastic visual signs and dominant plastic visual signs, i.e. the sign of color.
Hermes Vol.50, 2013
The use of rhetoric in advertising research has been steadily gaining momentum since the 1980's. Coupled with an increased interest in multimodality and the multiple interactions among verbal, pictorial and auditory registers, as structural components of an ad fi lmic text, the hermeneutic tools furnished by traditional rhetoric have been expanded and elaborated. This paper addresses the fundamental question of how ad fi lmic texts assume signifi cation from a multimodal rhetorical point of view, by engaging in a fruitful dialogue with various research streams within the wider semiotic discipline and consumer research. By critically addressing the context of analysis of a multimodal ad text in the course of the argumentation deployed by different approaches, such as Social Semiotics (Kress/relative merits of a structuralist approach that prioritizes the distinction between local and general degree zero, as put forward by Groupe μ (1992), are highlighted. Furthermore, the modes whereby rhetorical transformations are enacted are outlined, with view to deepening the conceptual tackling of degree zero of signifi cation, while addressing its applicability to branding discourse and multimodal ad texts.
Semiotic approaches to advertising texts and strategies
This paper provides an overview of semiotic studies about advertising, beginning with the early work done in the 1960s. Advertising communication plays a particular role in semiotic studies in the second half of the twentieth century. Pioneering studies of advertising messages, in particular those of Roland Barthes and Umberto Eco, date to the 1960s and were carried out for the most part using the tools of classical rhetoric. Following a period in which semiotics displayed a relative lack of interest in advertisements, in the 1980s advertising texts were used as examples in applied narratological analysis by Jean-Marie Floch and others. This occurred at the same time as the so-called "passion turn of semiotics," which stressed that the passions and emotions present in texts are crucial issues in textual semiotics, and it also seemed to offer fresh perspectives for the analysis of advertising communication. The passion turn took account of the evolution of advertising itself, since modern advertising is more and more interested in conveying passions and emotions. The effectiveness of an advert tends to be closely bound up with the presentation of sensations associated with a given product or brand. Recently, semioticians have begun to study more general features of advertising and marketing discourse.
Hidden Language of Advertising: A Semiotic Approach
This article takes semiotic as a practical approach toward the study of advertising. An attempt has been made in this research to investigate the ideology or hidden languages in two 'OMEGA' watch ads which selected from time magazine issued 2002. Advertisers believe that a very crucial way to a successful advertisement is the use of photographic style. It may play a major role in catching the attention of the intended target market such as men, women, adults or teens."Like linguistic structures, visual structures point to particular interpretations of experience and forms of social interactions " (Kress and Van Leeuween 1996, p.2). The result of this study will show that semiotic reference occupies a pivotal point in the relationship between advertising discourse and ideology. Images, words, colors, and other signs should be an important part of the overall successfulness of advertisements.