Semiotic value in advertisements in Silesian Catholic periodicals from the second half of the nineteenth to early twentieth centuries
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Małgorzata Haładewicz-Grzelak,
Małgorzata Haładewicz-Grzelak (b. 1966) is a senior lecturer at Politechnika Opolska 〈m.haladewicz-grzelak@po.opole.pl〉. Her research interests include cultural semiotics and Beats-and-Binding phonology. Her publications include “Syllable structure research in retrospective” (2009); “Mythopoeia in Stalinist propaganda in post-war Poland” (2010); “Linguistic market in Polish radio commercials” (2010); and “Shifting cognitive frames in Polish radio commercials” (2010).
and
Joanna Lubos-Kozieł,
Joanna Lubos-Kozieł (b. 1968) is an assistant professor at the University of Wroclaw 〈lubos_koziel@gazeta.pl〉. Her research interests include religious painting and sculpture of the nineteenth century; religious art market, pilgrimage places. Her publications include “ ‘Wiarą tchnące obrazy’: Studia z dziejów malarstwa religijnego na Ślasku w XIX wieku” (2004); and “Zu den billigsten Preisen unter Garantie solider edler Ausführung. Die Entwicklung des Marktes für kirchliche künstlerische Massenproduktion im 19. Jahrhundert” (2007).
Abstract
The paper studies semiotic values in advertisements appearing in German Catholic periodicals in Silesia in the second half of the nineteenth and early twentieth centuries. The study is grounded in the Tartu School of Semiotics and shows shifts and hierarchies in the semiotic valuations of particular commodities. Collected advertisements were classified into four main groups: (1) books, (2) church art, (3) church and devotional accessories, (4) everyday life commodities. We motivate the claim that the group (2) of the advertisements in the Catholic press we analyzed was the driver for the introduction of the remaining two categories of ads, hence the study of this group is pivotal for our analysis. The parameters of center, periphery, and “border,” as between the sacred and the profane are also taken into account, within the structural interrelation of Sr (religious system) (cf. Zaliźniak et al. 1975 [1962]) and Sc (commercial code). Assuming the usefulness of explanatory mechanisms, in conclusion a heuristic interpretation is provided in terms of the relations of semiotic primes.
About the authors
Małgorzata Haładewicz-Grzelak (b. 1966) is a senior lecturer at Politechnika Opolska 〈m.haladewicz-grzelak@po.opole.pl〉. Her research interests include cultural semiotics and Beats-and-Binding phonology. Her publications include “Syllable structure research in retrospective” (2009); “Mythopoeia in Stalinist propaganda in post-war Poland” (2010); “Linguistic market in Polish radio commercials” (2010); and “Shifting cognitive frames in Polish radio commercials” (2010).
Joanna Lubos-Kozieł (b. 1968) is an assistant professor at the University of Wroclaw 〈lubos_koziel@gazeta.pl〉. Her research interests include religious painting and sculpture of the nineteenth century; religious art market, pilgrimage places. Her publications include “ ‘Wiarą tchnące obrazy’: Studia z dziejów malarstwa religijnego na Ślasku w XIX wieku” (2004); and “Zu den billigsten Preisen unter Garantie solider edler Ausführung. Die Entwicklung des Marktes für kirchliche künstlerische Massenproduktion im 19. Jahrhundert” (2007).
©[2012] by Walter de Gruyter Berlin Boston
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- Masthead
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- Vision science: An empirical basis for Roentgen semiotics
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- Text semiotics: Between philology and hermeneutics – from the document to the work
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- Pointing to show agreement
- Intertextuality, translation, and the semiotics of museum presentation: The case of bilingual texts in Chinese museums
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- The world has changed forever: Semiotic reflections on the experience of sudden change
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- Review of Søren Brier's (2008) Cybersemiotics: Why information is not enough
- Tarasti's existential semiotics: Towards a functional model
