Semiotic features of modern social advertising in European communities

Девос, Анастасія Олександрівна (2024) Semiotic features of modern social advertising in European communities Науковий журнал Львівського державного університету безпеки життєдіяльності «Львівський філологічний часопис» (15). pp. 34-41. ISSN 2663-340X

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Abstract

The article is devoted to the study of semiotic features of modern social advertising in European communities. Undoubtedly, in the modern information society, semiotics is an important characteristic of information. For example, advertising is an informative phenomenon that contains a pre-planned, very specific message that should be as simple and clear as possible for the potential recipient. Information that is perceived visually usually inspires more trust in the addressee; visual symbols are potentially more convincing than verbal ones. Contemporary advertising discourse is a visualized text in which verbal signs interact with iconic ones, creating a single holistic system aimed at effective influence on the potential target audience. That is why the purpose of this article is to analyse this interaction and explore the functions of visual image in advertising using specific examples. The corpus of analysed advertisements was divided into three groups according to the following criteria: the presence of only text characters in the advertisement; the presence of only an image (visual image); the presence of an image accompanied by a text message. In the course of our analysis of social advertising, it was found that the group of advertising messages containing either only text or only a picture is relatively small. In this case, it must be an extremely powerful slogan or shock image that can independently make all the necessary impact on the potential recipient. Based on the classification developed by the French researchers of the “Group μ”, we distinguish the following functions of images in advertising: illustrative, supplementary, detailing/ aspectualizing, narrative, and symbolic-rhetorical. The semiotic analysis of modern social advertising has shown that the textual component of advertising is as important as the visual one. A visual image can convey the essence of an advertisement in a more holistic and multifaceted way than language alone, as images usually have a stronger emotional impact on the human psyche. However, often an image alone is not enough to fully reveal the essence of an advertising message, and then the text component becomes an integral part of the advertisement itself.

Item Type:	Article
Uncontrolled Keywords:	advertising discourse; advertising image; slogan; social advertising; semiotics; semiotic model
Subjects:	Статті у періодичних виданнях > Фахові (входять до переліку фахових, затверджений МОН)
Divisions:	Факультет романо-германської філології > Кафедра романської філології та порівняльно-типологічого мовознавства
Depositing User:	Анастасія Олександрівна Девос
Date Deposited:	26 Nov 2024 13:25
Last Modified:	26 Nov 2024 13:25
URI:	https://elibrary.kubg.edu.ua/id/eprint/50380

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