SOCIAL-SEMIOTIC APPROACH TO ADVERTISING
Keywords:
advertisements, sign, image, text, kress and van leeuwen theoryAbstract
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).
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References
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