Možnosti a limity sémioticko-funkcionální a diskurzivní analýzy: Na příladu reklamy Understanding is everything

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Title in English Possibilities and Limits of Functional-semiotic and Discourse Analysis: Analyzing Advertisement Poster “Understanding Is Everything”
Authors

PAVELKA Jiří

Year of publication 2012
Type Article in Proceedings
Conference Diverzita v spoločenských vedách. HUMAN COMMUNICATION STUDIES Vol. 11
MU Faculty or unit

Faculty of Social Studies

Citation
Web http://www.kvsbk.sav.sk/ZbornikQAK2012_Diverzita_v_spolocenskych_vedach.pdf
Field Mass media, audiovision
Keywords text; advertising; semiotic analyses; narrative analyses; dicourse analyses
Description The study examines, using the tools of a functional-structuralist discursive analysis, the advertising text "Understanding is Everything" of the Gulf Oil Corporation, published in 1984. It attempts to answer the question which communications and production contexts, codes, and discourses construct the media text "Understanding is Everything" and the mediated contents associated with this text. The main objective of the study is to assess the options and limits of a functional-structuralist discursive analysis advertising and mass media communication in general.

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