Advertisements: Signs of Femininity and their Corresponding Color Meanings
Mony Almalech
Semiotics of color, Philosophy of languageMony Almalech draws the semiotic differences between two forms of the language of colors - Verbalized and Visual. Bulgarian Norm of Free Linguistic Associations associations on colors is presented. The list of the word-associations (Appendix 1) is taken as a dictionary of non-color meanings of colors. The author uses the Prototype theory commenting on the Norm and the visual color meanings published at Balkan Folk Color Language (1996).
Almalech relates the verbal associative meanings of four types of words: basic color terms, prototype terms (light, darkness, fire, blood, sky, sea, all plants, the sun at noon); rival terms to prototypes (linen, cherry, duckling, ruby, wine, sapphire, etc.), terms for the basic features of the prototypes (clean, pure, for light; hot, warm for fire; fresh for plants, etc.) to the non-color meanings of the visual colors in folklore.
The author finds a small kern of mutual universal meanings, which become a semiotic key for decoding the messages of advertisements.
The colors and the signs of femininity are described by Almalech as an independent sign system
Almalech traces semantic and semiotic correspondence between the signs of femininity and the colors. The analysis of 44 advertisements (pictures in Appendix 2) is an application of his method.
Almalech relates the verbal associative meanings of four types of words: basic color terms, prototype terms (light, darkness, fire, blood, sky, sea, all plants, the sun at noon); rival terms to prototypes (linen, cherry, duckling, ruby, wine, sapphire, etc.), terms for the basic features of the prototypes (clean, pure, for light; hot, warm for fire; fresh for plants, etc.) to the non-color meanings of the visual colors in folklore.
The author finds a small kern of mutual universal meanings, which become a semiotic key for decoding the messages of advertisements.
The colors and the signs of femininity are described by Almalech as an independent sign system
Almalech traces semantic and semiotic correspondence between the signs of femininity and the colors. The analysis of 44 advertisements (pictures in Appendix 2) is an application of his method.
Рік:
2011
Видання:
1
Видавництво:
Prof. Marin Drinov Academic Publishing House
Мова:
english
Сторінки:
187
ISBN 10:
9543220204
ISBN 13:
9780768459111
ISBN:
6X84X16
Файл:
PDF, 8.69 MB
IPFS:
,
english, 2011