SOCIAL-SEMIOTIC APPROACH TO ADVERTISING

Authors

  • Tata Tevzadze

Keywords:

advertisements, sign, image, text, kress and van leeuwen theory

Abstract

The objective of this research is to reveal the connotations of verbal and non-verbal signs “hidden” in advertisements. Specifically, this article mainly represents the system of image-text relations applied to different genres of discourse in which images and texts co-occur. Such advertisements combine two kinds of relations – the relative status of images and text and how they relate to each other in terms of social semiotics. The analysis of the advertisement by MacDonald is made based on the theory suggested by Kress and van Leeuwen (2006).

Full Text (PDF)

Author Biography

Tata Tevzadze

The author of the article is a PhD student at Javakhishvili State University, currently working in cultural linguistics on the issue of semiotic approach of cultural codes. She has an extensive experience of teaching English to multi-level and exam-oriented classrooms. The author teaches at 55 public school and at a language learning center in Tbilisi.

References

Claudia Stoian (2014) Analyzing Images: A Social Semiotic Perspective. Available from: https://www.researchgate.net/publication/307476982_Analysing_Images_A_Social_Semiotic_Pers pective [accessed Jun 23 2020];

Halliday, M.A.K., An Introduction to Functional Grammar. London: Hodder Arnold, 1985, 1994;

Jing Liu ( 2013) Visual Images Interpretive Strategies in Multimodal Texts ISSN 1798-4769 Journal of Language Teaching and Research, Vol. 4, No. 6, pp. 1259-1263, November 2013 doi:10.4304/jltr.4.6.1259-1263;

Klaus Bruhn Jensen 2002, A handbook of media and communication research, 1st ed.London,Routledge.

Kress, G., & T. van Leeuwen, Reading Images: The Grammar of Visual Design. London: Routledge, 1996, 2006

Maryam Najafian and AzzizollahDabaghi; (2002) “Hidden Language of Advertising”: A Semiotic Approach”;

Theo Van Leeuwen (2005) Introducing Social Semiotics; https://www.pinterest.com/pin/179229260140409964/

Published

2020-06-24

How to Cite

Tevzadze, T. (2020). SOCIAL-SEMIOTIC APPROACH TO ADVERTISING. Online Journal of Humanities ETAGTSU, (5), pages 5. Retrieved from https://etagtsu.tsu.ge/index.php/journal/article/view/33

Issue

No. 5 (2020)

Section

Articles

Categories

License

The peer-reviewd scientfic journal Online Journal of Humanities (OJH) CC BY-NC Creative Commons Attribution Non-Commercial Licence for its  users. It is fully open-accessed  and ready to use, reproduce, disseminate or display the article provided that the author is attributed as the original creator and that the reuse is restricted to non-commercial purposes (i.e. research or educational use).