LINGUISTIC FUNCTIONS OF ADVERTISING IN SEMIOTIC COMMUNICATION

Year 2018, , 807 - 816, 10.01.2019

Olger Brame

https://doi.org/10.26809/joa.2018548690

Abstract

The
main objective of this paper is to provide definitions to understand how the
message transmitted in advertisements is interpreted

Semiotics
is the science that studies signs and symbols. Semiotics deals with symbols-
texts and pictures- with their underlying meaning and the way they may be
interpreted.  As a science, semiotics
studies the signs of a language, which can be verbal or nonverbal; it is the
discipline that can be used to access different areas, including advertising.

One
of the goals of semiotics is to convey and interpret the messages of
advertisements. It aims to study in depth the "advertising text" by
reading between the lines and to analyze the meaning structures, their
syntactical and semantic peculiarities.

Advertisements
carry many hidden signs and meanings within them, because advertising is
communication. The messages involved in them transmit content, which refers to
different language communication functions.

Keywords

advertising, communication, semiotics, language functions

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