Advertisement Text as Semiotic Construal Cover Image

Advertisement Text as Semiotic Construal
Advertisement Text as Semiotic Construal

Author(s): Nataliya Panasenko, Romana Mudrochová
Subject(s): Semiology, Aesthetics, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Advertisement Text; Expressive Means; Graphical Means; Semiotics; Stylistic Devices; Visual Communication;

Summary/Abstract: Advertising is one of the most well-known parts of marketing communication. Advertisement text has a specific structure and consists of a headline, sub-headline and body copy. These elements belong to different language levels: phonetic, grammatical (morphological and syntactical), and lexical. To make the advertisement effective different promotional strategies are employed, which imply the use of various linguistic and extralinguistic means. Linguistic means include paradigmatic and syntagmatic expressive means and stylistic devices. We may mention lexical, syntactic, phonetic, and semasiological expressive means (speech) and stylistic devices (language). Extralinguistic means include colours, different types of fonts, pictures and so on and can be considered as visual communication with the potential customer. Advertisement text often contains basic semiotic elements: icon, index, and sign. Some of them are used as a trademark or logo and accompany advertisement. The visual perception of the advertisement is very important; linguistic means enhance it. The combination of linguistic and visual means allows us to consider the advertisement text as a semiotic construal.

  • Issue Year: 8/2021
  • Issue No: 1
  • Page Range: 421-438
  • Page Count: 18
  • Language: English