Context-based analysis of an advertising poster
-
Sarvenaz Safavi
und
Agah Gümüş
Abstract
The purpose of this paper is to introduce a new perspective of analyzing advertising designs from a new semiotic approach based on a new definition of the context. In order to achieve this goal, we will first of all give a definition for advertising design, and then Peirce’s idea about signs and definition of the science called semiotics will be necessary for starting the discussion. This research is based on three levels of context and shows that understanding an advertising design is not absolute but somehow relative because of differences in the background knowledge of the receivers. The conclusion of this research is that people understand advertising design based on their three contexts, which means seeing a so-called Context A, or better, what is designed, the receiver of the message will use a so-called Context B, or the context of situation, and also receives a so-called Context C, or the background knowledge in order to interpret what is selected and combined in Context A.
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Artikel in diesem Heft
- Frontmatter
- Spontaneous emergence of language-like and music-like vocalizations from an artificial protolanguage
- A sociological analysis of moves in the formation of Iranian epitaphs
- Sign systems: The dawn of earliest mankind
- L’ambigüité structurale et l’acquisition des compétences linguistiques en français en passant par la langue maternelle
- The corporeal meaning of language: A semiotic approach to musical glossolalia
- Bringing back the image into its frame: Barthes’ soldier and the contextual frame of human perception and interpretation of signs
- Context-based analysis of an advertising poster
- Semiotic approaches to “traditional music”, musical/poetic structures, and ethnographic research
- The theory of synesthesia according to the Pythagorean tradition and Nabokov’s revisiting of Pythagorean synesthesia
- “Do you understand these charges?”: How procedural communication in youth criminal justice court violates the rights of young offenders in Canada
- Between the institution and the individual: What walking in a place that includes institutional heritage discloses
- Finite semiotics: Cognitive sets, semiotic vectors, and semiosic oscillation
- The “Fiat 500L” commercial: A journey into Italian style
- Epiepistemology/neuro-semantic programming
- Diagrams and mental figuration: A semio-cognitive analysis
- Perelman’s phenomenology of rhetoric: Foucault contests Chomsky’s complaint about media communicology in the age of Trump polemic
- Semiotic and discursive consequences of the cybertextual condition: The case of tragedy
- Signizing: The root of the functions of the intentional sign
- Review Article
- Vital signs: The Darwinian semiotics of beauty in the animal and human worlds
