Взаимодействие между иконичен и вербален текст при рекламирането на мода (наблюдения върху рекламни текстове, публикувани в списанията GLAMOUR и МОДА, януари-август 2014 г.)
The Interaction between Iconic and Verbal Text in Fashion Advertising (Observations on Advertising Texts Published in GLAMOUR and MODA Magazines, January – August 2014)

Author(s): Iva Ivanova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: ЮГОЗАПАДЕН УНИВЕРСИТЕТ »НЕОФИТ РИЛСКИ«
Keywords: advertising; iconic signs; communication; discourse; verbal signs; perception; message; magazine; fashion; mass culture
Summary/Abstract: Interaction between iconic and verbal system in fashion advertising (observations on advertising texts, published in Bulgarian magazines GLAMOUR and MODA, January – August 2014) Due to the unfavorable conditions, under which the communication in advertising takes place (optional perception, consumers' mistrust, „noise” in the channel etc.), the advertising discourse has developed various strategies and means to overcome these disadvantages. One of them is the simultaneous presence of two signifying systems – verbal and iconic. This paper analyzes the functions of the two systems and their interference. The cross points between the iconic and verbal expressions of the advertising message are systematized. The paper also provides some practical examples, in which the two systems contradict each other, and tries to suggest ways how to avoid this contradiction.

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