Semiotic Reviewing of the Billboards in Design “THE GALLERY AS BIG AS A CITY
Afsaneh
Arjmandian
Ph.D. student in linguistics, Islamic Azad University, science and research branch, Tehran.
author
text
article
2016
per
In the age of communication and information, for decades billboards are seriously used as a modern tool for leading the minds in economic section. But, in a new design, economic advertisements on billboards have been replaced by artistic images for playing another role on public thoughts. The aim of present research is reviewing the billboards in design “THE GALLERY AS BIG AS A CITY” as artistic discourse. The study aims to present the basic principles and concepts in visual semiotics and then, based on field study, answers to the questions in this regard. The findings of the study which confirmed the overall effectiveness of the mentioned images in the minds of citizens – regardless to its positive and negative effects- discussed the effectiveness fluctuates between two maximum and minimum points. Surly, enjoying the discussed disciplines in this approach can intelligently help to select the images which have the most effectiveness and maximum efficiency.
Pazand Quarterly
Fatemeh Naeimi H.
1735-2290
11
v.
42-43
no.
2016
5
30
https://www.pazand.ir/article_49897_e9a45a42665f502168743018cb5fb02e.pdf
The Effective Factors on Success of TV ads in Semiotic perspective
Golbarg
Zehni
Ph.D. student in linguistics, Islamic Azad University, Science and Research branch, Tehran
author
text
article
2016
per
From the science of communication point of view, advertisements which their purposes are making positive attitude in audiences and consumers mind and buying objects or services to be promoted. Since TV ads as the largest advertising network in the economic sphere has a direct relationship with economic development, so the way of its presentation can be useful for the development of cultural and social goals too. As a result of this, the main purpose of this research is answering these questions: what are the most basic and useful signs here? And how its quality would be shown in using of codes of semiotics? Because of that Semiology is as a kind of qualitative analysis, so purposive sampling has been used, in this way ,10 ads with high frequency from government services, health products and foods in period of three months have been studied. It isn’t important to choose a special channel, because the ads are repetitious in all of them. The selected samples have been the most viewed ads in their time of showing .This time is between 7p.m to 11p.m when most of the people are at home and rest. Bringing up 8 of more important codes in communications, at first the ads, one by one, will be examined in Pierces frame work, and then by calculating the rate of frequency and percent, the factor of succeeding of some ads will be found. It is found that the main condition for success of ads is depending to their real shown and trustworthy which attending to main discussed factors can help us to reach the goal faster.
Pazand Quarterly
Fatemeh Naeimi H.
1735-2290
11
v.
42-43
no.
2016
31
46
https://www.pazand.ir/article_49898_e69a3e462cc0c30176637360690e3583.pdf
Comparing the Advertisements of an Iranian Company with a Foreign one based on Stratification Semiotics
Katayoun
Ranjbar
Ph.D. student in linguistics, Islamic Azad University, Science and Research branch, Tehran
author
text
article
2016
per
The present study tries to analyze and compare the advertisements of an Iranian company with a foreign one based on stratificational semiotics. First, Five advertisements of Golrang Company, as an Iranian Company, and five advertisements of Nivea, as a foreign company, were chosen. These advertisements were collected from magazines, websites and Billboards. Then, each advertisement was analyzed individually and the results were compared. The findings revealed that in these advertisements linguistic layer and image layer are the two main layers to attract the attention of the intended target market. In addition, other layers such as color, font, and etc. play an important role. The results indicated that the foreign company (in comparison with the Iranian one) focused more on different layers in order to convey the message, to gain the consumers’ attention and to encourage them to buy the product.
Pazand Quarterly
Fatemeh Naeimi H.
1735-2290
11
v.
42-43
no.
2016
47
66
https://www.pazand.ir/article_49899_5526c674d873feb73964ee795e3b791e.pdf
Investigating the Semiotic Analysis of the Advertising Posters in the Red Crescent Society of the Islamic Republic of Iran
Malihe
Malmir
Ph.D. student in linguistics, Islamic Azad University, Science and Research branch, Tehran.
author
text
article
2016
per
Semiotics is one of the new sciences that enter the realm of contemporary researches and it has become to key knowledge in some fields. The subject of semiotics is the study of implication and meaning in different signs including language, image, music and building. And whatever that is meaningful in a special culture. In this research, we have investigated the semiotic studying of the advertising posters in the Red Crescent Society of the Islamic Republic of Iran. We have been looking for answers for these questions that what semiotic strategies have been used in these posters and have they been successful in achieving the goals of the organization and inducing message to the audiences? The theoretical framework of this research is Roland Barthes’s advertising semiotics that focuses on the implicit and explicit meaning of images and posters and the Peirce’s theory of signs. The research method is using a questionnaire. Thirty persons from different groups participated in the research. Finally, it was determined that different kinds of visual and verbal signs have been used in these posters and types of signs have influenced on the implications.
Pazand Quarterly
Fatemeh Naeimi H.
1735-2290
11
v.
42-43
no.
2016
67
88
https://www.pazand.ir/article_49900_41b92eb065907518c297aa803050be22.pdf
Advertising and Metaphorically Language: Cognitive Semiotics Approach
Fatemeh
Naeimi H.
Linguistics researcher, Institute for Humanities and Cultural Studies( Ph.D. student in linguistics, Islamic Azad University, Science and Research branch, Tehran)
author
text
article
2016
per
Cognitive semiotics is one of the methods in which considered multi-dimensional meaning. It is new field with the aim of integrating methods and theories in cognitive sciences and humanities. Metaphor is historically and analytically the basis of semiotics. Analytically study of the metaphorically signs is considered. One of the research fields in semiotics is advertisement. The aim of this paper is studying the verbal metaphor in advertisements of Teheran billboards with use of Zaltman and Zaltman (2008) deep metaphor. The question is how this advertisement should be to effect in customers mind and to encourage them to buying. Then in this research deep metaphor on billboards is gathered. The result presents that metaphorically advertisements affect the customer mind better and prevent their unconscious decisions.
Pazand Quarterly
Fatemeh Naeimi H.
1735-2290
11
v.
42-43
no.
2016
89
106
https://www.pazand.ir/article_49917_b639c78fedd5ee4e84b650c3a6f2b509.pdf
Semantic-Semiotic Analysis of Billboards in Shiraz on the base of Audience Viwepoint
Saba
Valizade
Linguistics Department, Language and Literature Faculty, Islamic Azad University Science and Research Branch, Tehran, Iran
author
text
article
2016
per
Today advertising can be investigated on the base of semiotic theories. The aim of present study with the approach of audience-orientated is to illustrate the interaction between semantic system and semiotic system. The objectives of the present study are determining metaphore and metonymy and visual factors employed in billboard texts. The participants of the study comprised sixty individuals whose age ranged from 20 and 40, all living in Shiraz. The participants were selected randomly from different social and educational classes. The data required for the study were gathered through photos taken from billboards available in Shiraz. A total number of twenty pictures were analyzed both quantitatively and qualitatively. The data were analyzed using Fairclough’s critical discourse analysis model in the linguistic factors, and Kress and Van Leeuwen’s critical discourse analysis (1996). Results indicated that among 20 billboards, metaphor and metonymy were used in 3 billboards. 15% of billboards indicated The factor of demand and 85% of them presented the factor of efficiencies. 30% of billboards indicated close personal relation with the audience. 55% of billboards illustrated the social relation with the audience. 15% of billboards represented impersonal relation with the audience. In 90% of billboards audience had an inclusive role and in 10% of billboards audience had an exclusive role. From the viewpoint of visual factors, 100% of billboards indicated the eye level with the audience. The effect of language system on advertising and audience both is further than semiotic system. The interaction of semantic system (metaphor and metonymy) and the semiotic system (photograph) from the audience viewpoint has significantly influence on the advertising.
Pazand Quarterly
Fatemeh Naeimi H.
1735-2290
11
v.
42-43
no.
2016
107
129
https://www.pazand.ir/article_49924_8ef0cbef9d467a28e00d47d68f5a8b52.pdf