engleski

Pragmatic and semiotic aspects of the relationship between text and image in print advertising

The phenomenon of advertising, ever since the first ads appeared in the 1920s, has grown into a very influential discourse today. Apart from the field of linguistics, ads are also the subject of numerous cultural, sociological, gender and other studies, due to the variety of media, ways and environments in which an advertising message can be presented. One of the most frequently exploited advertising formats, on which this thesis focuses, is so-called text-image format in print advertising. The thesis is built upon the studies and theories by scholars and authors such as Barthes (1957), Messaris (1997), Cook (2001), Goddard (2005), Kress and Leeuwen (2006) and others who dealt with advertising discourse in general and the above mentioned format of advertisements in particular. An advertisement based on text accompanied by an image, i.e. being the combination of non-verbal and verbal elements (each of them being a powerful persuasive tool itself), is superior to textual advertisements, for instance. Furthermore, such a message is often rather implicit either textually or via pictorial part, which conveys additional persuasive force. As a result, the advertisement’s primary aim, to grab the consumers’ attention, is fulfilled. In addition, the combination of the two components within a single advertisement makes fertile ground for both pragmatic and semiotic analysis of the above mentioned advertising format.

ad; text; image; pragmatic analysis; semiotic analysis

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