Multimodal Iconicity in Print Advertising

a 2017

Multimodal Iconicity in Print Advertising

PELCLOVÁ, Jana

Základní údaje

Originální název

Multimodal Iconicity in Print Advertising

Autoři

PELCLOVÁ, Jana

Vydání

4th CROATIAN NATIONAL CONFERENCE OF ENGLISH STUDIES on: WORDS AND IMAGES, 24 – 25 November 2017, Split, 2017

Další údaje

Jazyk

angličtina

Typ výsledku

Konferenční abstrakt

Obor

60203 Linguistics

Stát vydavatele

Chorvatsko

Utajení

není předmětem státního či obchodního tajemství

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

iconicity; multimodality; noun phrases; print advertising

Štítky

rivok

Příznaky

Recenzováno

Změněno: 5. 3. 2018 15:13, Mgr. Igor Hlaváč

Anotace

V originále

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

Citovat

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.

@proceedings{1406163,
   author = {Pelclová, Jana},
   booktitle = {4th CROATIAN NATIONAL CONFERENCE OF ENGLISH STUDIES on: WORDS AND IMAGES, 24 – 25 November 2017, Split},
   keywords = {iconicity; multimodality; noun phrases; print advertising},
   language = {eng},
   title = {Multimodal Iconicity in Print Advertising},
   year = {2017}
}

TY  - CONF
ID  - 1406163
AU  - Pelclová, Jana
PY  - 2017
TI  - Multimodal Iconicity in Print Advertising
KW  - iconicity
KW  - multimodality
KW  - noun phrases
KW  - print advertising
N2  - 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.
ER  -

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

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