Iconicity in independent noun phrases in print advertising : A multimodal perspective
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F18%3A00103865" target="_blank" >RIV/00216224:14210/18:00103865 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1075/dapsac.79.13pel" target="_blank" >http://dx.doi.org/10.1075/dapsac.79.13pel</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1075/dapsac.79.13pel" target="_blank" >10.1075/dapsac.79.13pel</a>
Alternative languages
Result language
angličtina
Original language name
Iconicity in independent noun phrases in print advertising : A multimodal perspective
Original language description
The chapter studies the interplay of multimodal iconic signs that construct the meaning of independent noun phrases in advertisements promoting food products. The methodology consists in approaching the diagrammatic iconicity found in language through the perspective of Kress and van Leeuwen’s (1996, 2001) analytical framework of multimodal text and the perspective of typeface design and impression variables as described by Henderson, Giese and Cote (2004). The analysis reveals that independent noun phrases iconicize the process of production, the ingredients used, the variety of products, and gustatory perception. The language diagrammatic iconicity in the analyzed advertisements is achieved by a sequential ordering of modifiers that mirrors either chronological order or the order of importance, and by means of figurative language, lexical cohesion, and a lack of explicit syntactic relations. Both typographic and visual iconicity tend to objectify the semantic dimension of the diagrammatic iconicity. At the same time, the visual iconicity mirrors a close spatial relation between the consumer and the product.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
60203 - Linguistics
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Persuasion in public discourse : Cognitive and functional perspectives
ISBN
9789027201386
Number of pages of the result
22
Pages from-to
281-302
Number of pages of the book
334
Publisher name
John Benjamins Publishing Company
Place of publication
Amsterdam
UT code for WoS chapter
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