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@inbook{1443156,
author = {Pelclová, Jana},
address = {Amsterdam},
booktitle = {Persuasion in public discourse : Cognitive and functional perspectives},
doi = {http://dx.doi.org/10.1075/dapsac.79.13pel},
edition = {1.},
editor = {Pelclová, Jana; Lu, Wei-lun},
keywords = {language iconicity; visual iconicity; typographic iconicity; noun phrases; premodification; postmodification; multimodality; advertising discourse; persuasion},
howpublished = {tištěná verze "print"},
language = {eng},
location = {Amsterdam},
isbn = {978-90-272-0138-6},
pages = {281-302},
publisher = {John Benjamins Publishing Company},
title = {Iconicity in independent noun phrases in print advertising : A multimodal perspective},
url = {https://benjamins.com/catalog/dapsac.79.13pel},
year = {2018}
}
TY - CHAP
ID - 1443156
AU - Pelclová, Jana
PY - 2018
TI - Iconicity in independent noun phrases in print advertising : A multimodal perspective
VL - Discourse Approaches to Politics, Society and Culture 79
PB - John Benjamins Publishing Company
CY - Amsterdam
SN - 9789027201386
KW - language iconicity
KW - visual iconicity
KW - typographic iconicity
KW - noun phrases
KW - premodification
KW - postmodification
KW - multimodality
KW - advertising discourse
KW - persuasion
UR - https://benjamins.com/catalog/dapsac.79.13pel
N2 - The chapter studies the interplay of multimodal iconic signs that construct the meaning of independent noun phrases in advertisements promoting food products. The methodology consists in approaching the diagrammatic iconicity found in language through the perspective of Kress and van Leeuwen’s (1996, 2001) analytical framework of multimodal text and the perspective of typeface design and impression variables as described by Henderson, Giese and Cote (2004). The analysis reveals that independent noun phrases iconicize the process of production, the ingredients used, the variety of products, and gustatory perception. The language diagrammatic iconicity in the analyzed advertisements is achieved by a sequential ordering of modifiers that mirrors either chronological order or the order of importance, and by means of figurative language, lexical cohesion, and a lack of explicit syntactic relations. Both typographic and visual iconicity tend to objectify the semantic dimension of the diagrammatic iconicity. At the same time, the visual iconicity mirrors a close spatial relation between the consumer and the product.
ER -
PELCLOVÁ, Jana. Iconicity in independent noun phrases in print advertising : A multimodal perspective. In Pelclová, Jana; Lu, Wei-lun. \textit{Persuasion in public discourse : Cognitive and functional perspectives}. 1. vyd. Amsterdam: John Benjamins Publishing Company, 2018. s.~281-302. Discourse Approaches to Politics, Society and Culture 79. ISBN~978-90-272-0138-6. doi:10.1075/dapsac.79.13pel.
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