ВИЗУАЛНИ СТИЛОВИ ФИГУРИ В ПЛАКАТА – СЕМИОТИЧНИ АСПЕКТИ
VISUAL RHETORICAL FIGURES IN THE POSTER – SEMIOTICS ASPECTS

Summary/Abstract: The main focus of this scientific work is the semiotic analysis of posters based on very carefully selected visual rhetorical figures. Actually, the connections between the classical figures (or meaning devices) and the ways they are used as communicative strategies nowadays are underlined and discussed.The tropes included in the exposition are not only part of the speech but visual rhetorical figures as well. As a result, the advertising experts use them as useful communicative strategies which give their print advertisements attractiveness and glamour.Firstly, there is a detailed explanation of the poster design philosophy (what does it mean poster, why it is part of the art, what does it mean design and its relation to the advertising), the way poster should bring the correct message to the public and what is the place of the semiotics in such a case. After that, there is included the main explanation of the term “rhetorical figures”. Moreover, all the tropes, part of the exposition, are given with their definitions. All of this formed an excellent base to realise a semiotic analysis.The analysis realization is related to a matrix with three parts: description of the poster; used tropes; adopted suggestions as a result of the poster’s vision. This matrix is applied to all posters in the research.The final part contains all the conclusions from the semiotic analysis.

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