PUBLICITÉ, ICONICITÉ, VERBALISATION DE L’IMAGE
Journal Title: Studii şi cercetări filologice - Seria Limbi Străine Aplicate - Year 2013, Vol 12, Issue
Abstract
Abstract: A mixed semiological structure, written publicity is based on a double system: iconic and verbal. The different levels merge together and they may become easily confounded. The linguistic signs found in a publicity text are in a dependent and direct relationship with the iconic symbols of the image. The meaning is the result of a deliberate mingle of two levels of discourse. Text and image do not carry the same role and they do not hold the same importance inside the advertising message. Résumé: Structure sémiologique mixte, la publicité écrite se fonde sur un double système, iconique et verbal. Les différents niveaux s’interpénètrent et se confondent. Les signes linguistiques du texte publicitaire sont en étroite relation de dépendance avec les signes iconiques de l’image. Le sens est le résultat d’une amalgamation recherchée des deux niveaux de lecture. Le texte et l’image ne jouent pas le même rôle et n’ont pas le même poids au sein de l’annonce. Mots-clés: publicité, iconique, verbal, niveau, texte, signe.
Authors and Affiliations
Oprescu Maria Ana
Keywords
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