The Semiotics of a 'Different' Advertisement:A Preliminary Study for the Use of Paper Trivets as Advertising Message  

作　　者：Eleni Sykioti 

机构地区：[1]Ministry of Education,Research and Religious Affairs Secondary Education

出　　处：《Language and Semiotic Studies》2016年第3期125-139,共15页语言与符号学研究（英文）

摘　　要：The purpose of this preliminary study is to examine the coexistence of semiotic systems found on paper trivets, i.e. commercial use devices with a double function: functional as a trivet and advertising as printed advertising messages. Paper trivets are special messages that can be classifi ed into a different type of advertisement, since the reader comes into contact with them during a habit considered perhaps the most important of the day, that of dining. This study mainly focuses on the synergy of semiotic systems such as verbal, iconic visual signs, plastic visual signs(color, proxemics, typography/graphics) for the generation of meaning and on the intersemiotic function of some of them based on the theories of Roland Barthes, Groupe μ. and Roman Jakobson. The study aims to contribute a semiotic perspective to a type of advertising that until now has not been studied systematically and which can emerge as an important tool in the fi eld of marketing even in crisis-ridden cases such as Greece. The most important findings of the study are: intersemiotic translation is achieved only through a verbal and nonverbal signl; effective advertising depends largely on the synergy of plastic visual signs and dominant plastic visual signs, i.e. the sign of color.The purpose of this preliminary study is to examine the coexistence of semiotic systems found on paper trivets, i.e. commercial use devices with a double function: functional as a trivet and advertising as printed advertising messages. Paper trivets are special messages that can be classifi ed into a different type of advertisement, since the reader comes into contact with them during a habit considered perhaps the most important of the day, that of dining. This study mainly focuses on the synergy of semiotic systems such as verbal, iconic visual signs, plastic visual signs(color, proxemics, typography/graphics) for the generation of meaning and on the intersemiotic function of some of them based on the theories of Roland Barthes, Groupe μ. and Roman Jakobson. The study aims to contribute a semiotic perspective to a type of advertising that until now has not been studied systematically and which can emerge as an important tool in the fi eld of marketing even in crisis-ridden cases such as Greece. The most important findings of the study are: intersemiotic translation is achieved only through a verbal and nonverbal signl; effective advertising depends largely on the synergy of plastic visual signs and dominant plastic visual signs, i.e. the sign of color.

关 键 词：paper trivet ADVERTISING ANCHORAGE function intersemiosis SYNERGY 

分 类 号：H0-05[语言文字—语言学]