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Academic Journal
Structural description of the language of advertising
O S Novikova
RUDN Journal of Language Studies, Semiotics and Semantics, Vol 0, Iss 3, Pp 60-73 (2010)
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| Title | Structural description of the language of advertising |
|---|---|
| Authors | O S Novikova |
| Publication Year |
2010
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| Source |
RUDN Journal of Language Studies, Semiotics and Semantics, Vol 0, Iss 3, Pp 60-73 (2010)
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| Description |
The main principle of the structural description of the language of advertising is treating an advertisement as a single sign that denotes a certain advertising concept and consists of structural components belonging to different semiotic systems. Common semantic kernel called archiseme occurs as a result of the interaction of semantic fields and the elements comprising the structure of the advertisement. The archiseme reflects the main image concept of a product or producing company.
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| Document Type |
article
|
| Language |
English
Russian |
| Publisher Information |
Peoples’ Friendship University of Russia (RUDN University), 2010.
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| Subject Terms | |
