Комбинираните знаци и тяхното приложение в рекламната комуникация (семиотичен подход)
Mixed signs and their application in advertising communication (semiotic approach)

Author(s): Erina Krasteva
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: semiotics; icon; index; symbol; mixed signs; advertising; poster; communication
Summary/Abstract: The article is focused on advertising as a form of communication in a semiotic aspect. In the beginning, the main types of signs are according to the qualifications of famous semiotician Charles Sanders Peirce. Additionally; there are given detailed definitions and examples for terms like icons; indices and symbols. At the same time is discussed the way of usage and their significance for advertising as well as the right way of delivering the desired meaning of the message. The next part of the article describes mixed sign systems; and their significance when it comes to theoretical points of view. It gives clear instructions for practical lines and usage of such a system. It gives an answer to the question: “How to combine a few different types of signs in a way for the advertising communication to be creative as well as effective?”The third part is focused on some analytical and practical details of semiotics and advertising. The main point is demonstrated by visual examples; in other words three posters: Journalism; PR and Advertising. This is the base that shows the fundamental principles of art and they are discussed because nowadays they are used in graphic design and advertising as well. The conclusions for the signs used in the posters are done by a system made from the same markers: poster’s description; significance; colors; contrast; composition; typography; semiotics of the picture etc. To sum up; the combination of used signs in one poster gives it a broader base which is helpful when it comes to better understanding. Of course; we should know that the combination is a result of knowing how to do that in the best way.

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