Multimodal Iconicity in Print Advertising

PELCLOVÁ, Jana. Multimodal Iconicity in Print Advertising. In 4th CROATIAN NATIONAL CONFERENCE OF ENGLISH STUDIES on : WORDS AND IMAGES, 24 – 25 November 2017, Split. 2017.

Základní údaje

• Originální název: Multimodal Iconicity in Print Advertising
• Autoři: PELCLOVÁ, Jana (203 Česká republika, garant, domácí).
• Vydání: 4th CROATIAN NATIONAL CONFERENCE OF ENGLISH STUDIES on : WORDS AND IMAGES, 24 – 25 November 2017, Split, 2017.

Další údaje

• Originální jazyk: angličtina
• Typ výsledku: Prezentace na konferencích
• Obor: 60203 Linguistics
• Stát vydavatele: Chorvatsko
• Utajení: není předmětem státního či obchodního tajemství
• WWW: stránka konference
• Kód RIV: RIV/00216224:14210/17:00099801
• Organizační jednotka: Filozofická fakulta
• Klíčová slova anglicky: iconicity; multimodality; noun phrases; print advertising
• Štítky: rivok
• Příznaky: Recenzováno

Anotace

In print advertising, both words and images are persuasive devices the relation of which has an impact on message perception. Since advertising texts can be seen as semiotic texts, the paper argues that the mechanism of iconicity can be found not only in images, but also in the verbal signs and their typographic realization. Based on the studies on iconicity in language (e.g. Fischer and Nänny 1999, De Cuypere and Willems 2008, etc.) and in visuals (Sonesson 2008, 2010, etc.), and followed by Kress and van Leeuwen’s studies on multimodal discourse analysis (2001, 2006), the objective of the present paper is to identify the means of verbal, visual and typographic iconicity and to talk about what is being iconiczed in print advertisements promoting food products. It discusses four types of iconicity: of product creation, of ingredients, of variety, and of product experience, accentuating that all types are motivated by both semantic aspects and structural patterns. Linguistically speaking, these motivational factors are realized by employing both classifying and descriptive adjectives in a sequential order that reflects the chronological order and/or the order of importance of product creation and variety, product uniqueness in terms of its ingredients, or product experience, especially the gustatory experience. The paper discovers that while the means of visual iconicity imitate the closeness of spatial relation between the product and the consumer, the means of typographic iconicity are meant to reassure the consumer about the harmonious and balanced portion of ingredients and taste.

Návaznosti

• MUNI/A/1065/2016, interní kód MU: Název: Profilace výzkumných zaměření v anglofonní lingvistické a literární vědě II (Akronym: VZALL2)

Investor: Masarykova univerzita, Profilace výzkumných zaměření v anglofonní lingvistické a literární vědě II, DO R. 2020_Kategorie A - Specifický výzkum - Studentské výzkumné projekty