Publication details
Možnosti a limity sémioticko-funkcionální a diskurzivní analýzy: Na příladu reklamy Understanding is everything
| Title in English | Possibilities and Limits of Functional-semiotic and Discourse Analysis: Analyzing Advertisement Poster “Understanding Is Everything” |
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| Authors | |
| Year of publication | 2012 |
| Type | Article in Proceedings |
| Conference | Diverzita v spoločenských vedách. HUMAN COMMUNICATION STUDIES Vol. 11 |
| MU Faculty or unit | |
| Citation | |
| Web | http://www.kvsbk.sav.sk/ZbornikQAK2012_Diverzita_v_spolocenskych_vedach.pdf |
| Field | Mass media, audiovision |
| Keywords | text; advertising; semiotic analyses; narrative analyses; dicourse analyses |
| Description | The study examines, using the tools of a functional-structuralist discursive analysis, the advertising text "Understanding is Everything" of the Gulf Oil Corporation, published in 1984. It attempts to answer the question which communications and production contexts, codes, and discourses construct the media text "Understanding is Everything" and the mediated contents associated with this text. The main objective of the study is to assess the options and limits of a functional-structuralist discursive analysis advertising and mass media communication in general. |