GÖSTERGEBİLİM VE SÖZCELEME ÇERÇEVESİNDE REKLAM ANALİZİ
ADVERTISEMENT ANALYSIS IN THE FRAMEWORK OF SEMIOTICS AND ENUNCIATION THEORY

Summary/Abstract: In this work, the process of interpretation of advertisements containing visual, textual and audial signs will be examined under the light of semiotics and enunciation theory. In the advertisement discourses, interpretation process is bidirectional: the message, produced by the enunciator subject is comprehended by the receiver. The visual, linguistic and audial signs in the advertisement text are interpreted regarding the enunciation situation in context. The answers given to the questions such as when, where and to whom the advertisement will be published, all define the articulation of the meaning. The relation between the signifier and the signified changes according to the publication manner of the advertisement text; the background and the target mass. Moreover, different meanings are attributed to the advertisement regarding the social and cultural values for which it is published. That is why, while examining the advertisement discourses, one has to take the enunciation situation in account. The situation account, also defined as the enunciation production, has three fundamental elements: the subjects of enunciation (sender and receiver), the time and location of enunciation. The advertisement text can either be conveyed in implicit enunciation, by a voice, or from a subjective perspective by means of a first-person narrator depicting the enunciation situation. In the texts, the subjects of enunciation are determined by personal pronouns and in visual discourse in different perspectives. The choice of place and time for the publication of the advertisement is not arbitrary, either. The signified of one single signifier may vary from one society to another and even in the same society, but at different time or places. The location of publication (street, bus, station) and publication time are the elements that provides the reading of signs and articulation of the meaning. In this work, the place of enunciation in the semiotic analysis of different advertisements will be revealed by considering the three elements of enunciation.

• Details
• Contents