Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/20404
This thesis argues for the intimate co-dependence of advertising and language, demonstrating some of the ways in which the semiotic properties of language are exploited to achieve the goals of effective advertising. The paper studies communication and its functions in order to provide explanation of language significance in advertisements. Diving deeply into semiotic properties of a language, it argues their exploitation to achieve the goals of effective advertising. Demonstrating approach to the Saussure's perspective of semiology, the thesis reveals usage of important ways of creating meaning by advertisers, such as a syntagm and a paradigm. It examines importance of concepts such as denotation and connotation for advertisements' analysis. Additionally, it indicates exploitation of signs in advertisements by presenting Peirce's theory of signs. It investigates association between language of adverts and signs, such as an icon, an index and a symbol. The thesis also takes into account figures of speech such as metaphor, for better understanding of advertisers' intentions during the advertisement's creation. Taking the semiotic properties of a language under scrutiny, the paper explores reasons of advertisements' dependency on language. Aside from language, the thesis demonstrates significance of paralanguage in advertisements. Examining the motifs for using paralanguage, it argues for its necessity in advertisements, indicating language superiority over paralanguage. Providing an emotional approach to advertisements, it demonstrates advantages and disadvantages of emotion arousing by advertisers and displays several emotions. The paper provides analysis of three various advertisements for presence of paralanguage, emotions and semiotic properties of a language. It reveals interactions between those elements and inquires for the most important element for advertising business. Eventually, the paper presents results of the survey about the need of the language in advertising business. Survey conduction provides evidence for advertisements' dependency on language, by demonstrating language's superiority over paralanguage.
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