ZNAČAJ VIZUELNOG ELEMENTA PRIINTERPRETACIJI REKLAMANA SRPSKOM JEZIKU (PRIKAZ IZ UGLA TEORIJE POJMOVNE INTEGRACIJE). (Serbian)
In: Journal for Languages & Literatures of the Faculty of Philosophy in Novi Sad / Zbornik za Jezike i Knjizevnosti Filozofskog Fakulteta u Novom Sadu, Jg. 2 (2012-11-01), S. 157-175
academicJournal
Zugriff:
This paper examines the significance of the visual element when interpreting intended messages in advertisements from the cognitive-linguistitic perspective, whereby an applied, experimental element is involved. The object of analysis are modern advertisements in which messages are conveyed implicitly, and thus represent a type of soft-selling advertising strategy, which means indirect, subtle representation of the advertised product's positive sides. More precisely, the studied advertisements contain linguistic and visual elements, which are often logically incogruous, and in which information is "packed" in such a way that it is not immediately clear what the message is. The aim of this paper is to indicate the significance of the visual element in advertisements, as well as its dominance over the linguistic element in the process of reconstructing implied, intended meaning. For that purpose, a pilot experiment was conducted. Examinees were asked to analyse two advertisements containing interesting pictures, whereby interesting means that pictures represent something unrelated to the advertised product, or something logically incogruous. Examinees were to answer the following questions: "What is the message of the advertisement?" and "How did you arrive at that message, i.e. meaning?" On the basis of their answers strong and weak implicatures were derived. It was determined that the visual element is crucial in the interpretation process, since most examines relied only on the visual or the combination of the visual and the linguistic elements. Also, the very interpretation process was represented taking the model of conceptual blending. Finally, it can be concluded that message recipients first respond to pictures, since they are visually dominant and prominent, and thus serve as a kind of bait for attention and consideration. Only after this first impression do message recipients focus on language, and correct their previous inferences, i.e. strong implicatures, or get new nuances of meaning, i.e. create weak implicatures. [ABSTRACT FROM AUTHOR]
U ovom radu izučava se značaj vizuelnog elementa pri interpretaciji nameravanih poruka u reklamama iz kognitivnolingvističke perspektive, pri čemu je obuhvaćena i primenjena, empirijska komponenta. Predmet analize su moderne reklame u kojima se poruke prenose implicitno, te predstavljaju jedan tip blaže reklamne strategije, koja podrazumeva indirektno, suptilnije predstavljanje prednosti reklamiranog proizvoda. Konkretno, izučavane reklame sadrže jezičke i vizuelne elemente koji su često logički nespojivi, i u kojima su informacije „upakovane” tako da nije odmah jasno šta žele da izraze. Cilj ovog rada je da se ukaže na značaj vizuelnog elementa u reklamama, kao i na njegov primat u odnosu na jezički element prilikom izvođenja nameravanog značenja. U tu svrhu, sprovedeno je pilot-istraživanje s dve reklame koje sadrže interesantne slike, u smislu da predstavljaju nešto što nije u vezi s reklamiranim proizvodom ili nešto logički nespojivo. Ispitanici su odgovarali na pitanja: „Koja je poruka reklame?” i „Kako ste došli do te poruke, tj. značenja?” Na osnovu njihovih odgovora izvedene su jake i slabe implikature, utvrđeno je da je vizuelni element ključan pri izvođenju značenja, a sam proces izvođenja značenja predstavljen je pomoću modela pojmovne integracije. [ABSTRACT FROM AUTHOR]
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Titel: |
ZNAČAJ VIZUELNOG ELEMENTA PRIINTERPRETACIJI REKLAMANA SRPSKOM JEZIKU (PRIKAZ IZ UGLA TEORIJE POJMOVNE INTEGRACIJE). (Serbian)
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Autor/in / Beteiligte Person: | Filipović-Kovačević, Sonja D. |
Zeitschrift: | Journal for Languages & Literatures of the Faculty of Philosophy in Novi Sad / Zbornik za Jezike i Knjizevnosti Filozofskog Fakulteta u Novom Sadu, Jg. 2 (2012-11-01), S. 157-175 |
Veröffentlichung: | 2012 |
Medientyp: | academicJournal |
ISSN: | 2217-7221 (print) |
DOI: | 10.19090/zjik.2012.2.157-175 |
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