Structural description of the language of advertising

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Abstract

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.

About the authors

O S Novikova

«Alfa & Omega» Translation Agency

Email: novolga@yandex.ru <mailto:novolga@yandex.ru>
«Alfa & Omega» Translation Agency

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Copyright (c) 2016 Theory of Language. Semiotics. Semantics



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