PELCLOVÁ, Jana. Iconicity in independent noun phrases in print advertising : A multimodal perspective. In Pelclová, Jana; Lu, Wei-lun. Persuasion in public discourse : Cognitive and functional perspectives. 1. vyd. Amsterdam: John Benjamins Publishing Company, 2018. p. 281-302, 22 pp. Discourse Approaches to Politics, Society and Culture 79. ISBN 978-90-272-0138-6. doi:10.1075/dapsac.79.13pel.
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Basic information
Original name Iconicity in independent noun phrases in print advertising : A multimodal perspective
Authors PELCLOVÁ, Jana (203 Czech Republic, guarantor, belonging to the institution).
Edition 1. vyd. Amsterdam, Persuasion in public discourse : Cognitive and functional perspectives, p. 281-302, 22 pp. Discourse Approaches to Politics, Society and Culture 79, 2018.
Publisher John Benjamins Publishing Company
Other information
Original language English
Type of outcome Chapter(s) of a specialized book
Field of Study 60203 Linguistics
Country of publisher Netherlands
Confidentiality degree is not subject to a state or trade secret
Publication form printed version "print"
WWW URL
RIV identification code RIV/00216224:14210/18:00103865
Organization unit Faculty of Arts
ISBN 978-90-272-0138-6
Doi http://dx.doi.org/10.1075/dapsac.79.13pel
Keywords in English language iconicity; visual iconicity; typographic iconicity; noun phrases; premodification; postmodification; multimodality; advertising discourse; persuasion
Tags rivok
Tags International impact, Reviewed
Changed by Changed by: Mgr. Igor Hlaváč, učo 342491. Changed: 8/3/2019 08:00.
Abstract
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.
Links
MUNI/A/1065/2016, internal MU codeName: Profilace výzkumných zaměření v anglofonní lingvistické a literární vědě II (Acronym: VZALL2)
Investor: Masaryk University, Grant Agency of Masaryk University, Category A
PrintDisplayed: 26/1/2020 18:40