The Semiotics of a‘Different’Advertisement:A Preliminary Study for the Use of Paper Trivets as Advertising Message

• 作者: Eleni Sykioti
• 来源期刊: 语言与符号学研究
• 学科: 教育
• 关键词: paper trivet ADVERTISING ANCHORAGE function intersemiosis SYNERGY
• 年，卷（期）: 2016,（3）
• 页码范围: 125-139
• 页数: 15页
• 分类号: G633.41

摘要

The purpose of this preliminary study is to examine the coexistence of semiotic systems found on paper trivets,i.e.commercial use devices with a double function:functional as a trivet and advertising as printed advertising messages.Paper trivets are special messages that can be classified into a different type of advertisement,since the reader comes into contact with them during a habit considered perhaps the most important of the day,that of dining.This study mainly focuses on the synergy of semiotic systems such as verbal,iconic visual signs,plastic visual signs(color,proxemics,typography/graphics)for the generation of meaning and on the intersemiotic function of some of them based on the theories of Roland Barthes,Groupeμ.and Roman Jakobson.The study aims to contribute a semiotic perspective to a type of advertising that until now has not been studied systematically and which can emerge as an important tool in the field of marketing even in crisis-ridden cases such as Greece.The most important findings of the study are:intersemiotic translation is achieved only through a verbal and nonverbal signl;effective advertising depends largely on the synergy of plastic visual signs and dominant plastic visual signs,i.e.the sign of color.