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- W56495847 abstract "In recent years, more and more advertising campaigns have been using synthetic elements that represent universal human values such as ecology, good health and respect for differences, and which are based on contrastive rhetorical forms (pollution/ecology, illness/good health, etc.). Advertisers, we have noted, have not focused their efforts on key semiotic systems such as language (slogans) and images (photographs, paintings, drawings), but have instead upgraded their use of plastic visual signs, in particular colours, graphics, and typography which up until the late twentieth century had been considered as supplementary semiotic systems of verbal and visual iconic signs. It is particularly interesting to say that for Eco (2001: 221) advertising is considered as a mass-communication text, a syncretic text which often involves more than one semiotic system and move across linguistic and cultural boundaries. According to him, this kind of texts is also useful for dealing with cases of intersemiotic translation. Bearing in mind that language is considered to be a primary semiotic system, I will show that sometimes secondary semiotic systems, as are plastic visual signs, play a central role in communication through advertising, despite being part of a broader semiotic system, that of iconism. I will also examine how intersemiotic translation could be an easy interpretative procedure, and at the same time a more complex constructive procedure, and how it depends on cultural knowledge of the verbal message’s connotative meaning." @default.
- W56495847 created "2016-06-24" @default.
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- W56495847 date "2014-01-01" @default.
- W56495847 modified "2023-09-23" @default.
- W56495847 title "Intersemiotic translation in advertising discourse: plastic visual signs in primary function in communication" @default.
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