香水广告的视觉符号学模式

Y. Nikiforova, O. Popivniak, E. Galitska
{"title":"香水广告的视觉符号学模式","authors":"Y. Nikiforova, O. Popivniak, E. Galitska","doi":"10.17721/apultp.2023.46.71-99","DOIUrl":null,"url":null,"abstract":"The article deals with peculiarities of perfume advertisements, in particular, their visual semiotic mode structure and its constituents creating the recognitive features of this mode. Constituents-details are recognized as visual formal elements which bear main and significative visual information. The central objects of this research are perfume advertisements and their visual formal elements which create the whole visual semiotic structure. All formal elements are divided into three functional groups according to their function in the visual space of advertisements. Primary group of visual formal elements performs the delimitative function. This function represents the contouring of formal elements as separate objects (product, model, and background). Secondary group of visual formal elements provides the embodiment. This function represents the outline, when formal elements of the primary group are filled with structural components – formal elements (line, plane, composition, depth (space), shape). Intermediate group of visual formal elements performs the colourative function when formal elements of primary and secondary groups are coloured. This group is formed with variations of colours. Within the visual semiotic mode each group (primary, secondary, and intermediate) includes formal elements which demonstrate complex and integrative nature of visual inner structural organisation. Visual formal element of any group has its own boundary, shape, or outline, border and function. Another feature of formal elements is a set of parameters. They are recognized as qualitative and quantitative characteristics of formal elements. Parameters are bearers of attributes. The main function of parameters is to accompany any formal element making it distinctive, recognizable, well-developed. Division of formal elements into some related and corresponding smaller sub-elements reflects the integrated and complex nature of visual semiotic mode and its formal elements. Formal elements are separated into sub-elements. Simultaneously parameters are dissociated into sub-parameters. Correlation of formal element-parameter reflects the boundaries between these units as clear-cut. Boundaries in the system of sub-units (sub-element – sub-parameter) are diffusive. Integrated nature of visual semiotic mode is connected with the existence of intermediate sub-state which is formed with corresponding sub-units. These sub-units function together in the state of self-equilibrium which gives the visual semiotic mode some flexibility. It happens when boundary between sub-units becomes diffusive and transparent. Sub-elements and sub-parameters percolate mutually through that weakened boundary. That mutual percolating leads to the mutual mixing when recognitive features of sub-elements and sub-parameters become common and shared for sub-units. Flexibility is supported with the dense net of sub-parameters and colouration of all visual formal elements.","PeriodicalId":34830,"journal":{"name":"Aktual''ni problemi ukrains''koi lingvistiki teoriia i praktika","volume":"12 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Visual semiotic mode of perfume advertisements\",\"authors\":\"Y. Nikiforova, O. Popivniak, E. Galitska\",\"doi\":\"10.17721/apultp.2023.46.71-99\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The article deals with peculiarities of perfume advertisements, in particular, their visual semiotic mode structure and its constituents creating the recognitive features of this mode. Constituents-details are recognized as visual formal elements which bear main and significative visual information. The central objects of this research are perfume advertisements and their visual formal elements which create the whole visual semiotic structure. All formal elements are divided into three functional groups according to their function in the visual space of advertisements. Primary group of visual formal elements performs the delimitative function. This function represents the contouring of formal elements as separate objects (product, model, and background). Secondary group of visual formal elements provides the embodiment. This function represents the outline, when formal elements of the primary group are filled with structural components – formal elements (line, plane, composition, depth (space), shape). Intermediate group of visual formal elements performs the colourative function when formal elements of primary and secondary groups are coloured. This group is formed with variations of colours. Within the visual semiotic mode each group (primary, secondary, and intermediate) includes formal elements which demonstrate complex and integrative nature of visual inner structural organisation. Visual formal element of any group has its own boundary, shape, or outline, border and function. Another feature of formal elements is a set of parameters. They are recognized as qualitative and quantitative characteristics of formal elements. Parameters are bearers of attributes. The main function of parameters is to accompany any formal element making it distinctive, recognizable, well-developed. Division of formal elements into some related and corresponding smaller sub-elements reflects the integrated and complex nature of visual semiotic mode and its formal elements. Formal elements are separated into sub-elements. Simultaneously parameters are dissociated into sub-parameters. Correlation of formal element-parameter reflects the boundaries between these units as clear-cut. Boundaries in the system of sub-units (sub-element – sub-parameter) are diffusive. Integrated nature of visual semiotic mode is connected with the existence of intermediate sub-state which is formed with corresponding sub-units. These sub-units function together in the state of self-equilibrium which gives the visual semiotic mode some flexibility. It happens when boundary between sub-units becomes diffusive and transparent. Sub-elements and sub-parameters percolate mutually through that weakened boundary. That mutual percolating leads to the mutual mixing when recognitive features of sub-elements and sub-parameters become common and shared for sub-units. Flexibility is supported with the dense net of sub-parameters and colouration of all visual formal elements.\",\"PeriodicalId\":34830,\"journal\":{\"name\":\"Aktual''ni problemi ukrains''koi lingvistiki teoriia i praktika\",\"volume\":\"12 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Aktual''ni problemi ukrains''koi lingvistiki teoriia i praktika\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.17721/apultp.2023.46.71-99\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Aktual''ni problemi ukrains''koi lingvistiki teoriia i praktika","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17721/apultp.2023.46.71-99","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

本文分析了香水广告的特殊性,重点分析了香水广告的视觉符号学模式结构及其构成要素,从而形成了香水广告的识别特征。构成-细节被认为是承载主要和有意义的视觉信息的视觉形式元素。本研究的中心对象是香水广告及其构成整个视觉符号学结构的视觉形式元素。所有的形式元素根据其在广告视觉空间中的作用分为三个功能组。主要的视觉形式元素组执行定界功能。该函数将形式元素的轮廓表示为单独的对象(产品、模型和背景)。第二组视觉形式元素提供实施例。这个函数表示轮廓,当主要组的形式元素被结构组件-形式元素(线,面,构图,深度(空间),形状)填充时。当主次组的形式元素被着色时,视觉形式元素的中间组执行着色功能。这一组是由各种颜色组成的。在视觉符号学模式中,每一组(初级、次级和中级)都包含形式元素,这些元素展示了视觉内部结构组织的复杂性和整体性。任何群体的视觉形式元素都有自己的边界、形状或轮廓、边界和功能。形式元素的另一个特征是一组参数。它们被认为是形式要素的定性和定量特征。参数是属性的载体。参数的主要功能是陪伴任何形式元素,使其与众不同,可识别,发展良好。将形式元素划分为相互关联、相对应的更小的子元素,反映了视觉符号学模式及其形式元素的整体性和复杂性。形式元素被分成子元素。同时,参数被分解成子参数。形式元素参数的相关性反映了这些单元之间的界限是清晰的。子单元(子元素-子参数)系统的边界是扩散的。视觉符号模式的整体性与中间子状态的存在有关,中间子状态是由相应的子单元构成的。这些亚单位在自我平衡的状态下共同发挥作用,使视觉符号模式具有一定的灵活性。当亚单位之间的边界变得扩散和透明时,就会发生这种情况。子元素和子参数通过弱化的边界相互渗透。当子元素和子参数的识别特征为子单元所共有和共享时,这种相互渗透导致了相互混合。灵活性由子参数的密集网络和所有视觉形式元素的颜色支持。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Visual semiotic mode of perfume advertisements
The article deals with peculiarities of perfume advertisements, in particular, their visual semiotic mode structure and its constituents creating the recognitive features of this mode. Constituents-details are recognized as visual formal elements which bear main and significative visual information. The central objects of this research are perfume advertisements and their visual formal elements which create the whole visual semiotic structure. All formal elements are divided into three functional groups according to their function in the visual space of advertisements. Primary group of visual formal elements performs the delimitative function. This function represents the contouring of formal elements as separate objects (product, model, and background). Secondary group of visual formal elements provides the embodiment. This function represents the outline, when formal elements of the primary group are filled with structural components – formal elements (line, plane, composition, depth (space), shape). Intermediate group of visual formal elements performs the colourative function when formal elements of primary and secondary groups are coloured. This group is formed with variations of colours. Within the visual semiotic mode each group (primary, secondary, and intermediate) includes formal elements which demonstrate complex and integrative nature of visual inner structural organisation. Visual formal element of any group has its own boundary, shape, or outline, border and function. Another feature of formal elements is a set of parameters. They are recognized as qualitative and quantitative characteristics of formal elements. Parameters are bearers of attributes. The main function of parameters is to accompany any formal element making it distinctive, recognizable, well-developed. Division of formal elements into some related and corresponding smaller sub-elements reflects the integrated and complex nature of visual semiotic mode and its formal elements. Formal elements are separated into sub-elements. Simultaneously parameters are dissociated into sub-parameters. Correlation of formal element-parameter reflects the boundaries between these units as clear-cut. Boundaries in the system of sub-units (sub-element – sub-parameter) are diffusive. Integrated nature of visual semiotic mode is connected with the existence of intermediate sub-state which is formed with corresponding sub-units. These sub-units function together in the state of self-equilibrium which gives the visual semiotic mode some flexibility. It happens when boundary between sub-units becomes diffusive and transparent. Sub-elements and sub-parameters percolate mutually through that weakened boundary. That mutual percolating leads to the mutual mixing when recognitive features of sub-elements and sub-parameters become common and shared for sub-units. Flexibility is supported with the dense net of sub-parameters and colouration of all visual formal elements.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
审稿时长
4 weeks
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信