Iconicity in independent noun phrases in print advertising : A multimodal perspective

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Iconicity in independent noun phrases in print advertising : A multimodal perspective

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Iconicity in independent noun phrases in print advertising : A multimodal perspective

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

60203 - Linguistics

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

Persuasion in public discourse : Cognitive and functional perspectives

ISBN

9789027201386

Počet stran výsledku

22

Strana od-do

281-302

Počet stran knihy

334

Název nakladatele

John Benjamins Publishing Company

Místo vydání

Amsterdam

Kód UT WoS kapitoly

—