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 română | русский | english

Imaginea obiectelor publicitare din perspectivă lingvistică

Author: Svetlana Dragancea
Degree:doctor of philology
Speciality: 10.02.19 - General Linguistics (with specification: Sociolinguistics, Psychological, Structural, Contrastive Typological, Mathematical, Computational Linguistics)
Scientific adviser: Anatol Ciobanu
doctor habilitat, professor, Moldova State University
Institution: Academy of Economic Studies of Moldova


The thesis was presented on the 27 December, 2006
Approved by NCAA on the 14 June, 2007


Adobe PDF document0.75 Mb / in romanian


CZU 81’1(043.3)

Adobe PDF document 1.01 Mb / in romanian
166 pages


syntagmatic and paradigmatic axes, associative field, iconic code/linguistic code, connotation/denotation, image content, message transmitter, eroecstasy, magic, tragic, combative ecstasy, rethorical figures, linguistic functions, poetic function, emotive function, connotative function, fatic and metalinguistic function, spectacular, referential function, invalidation function, iconography, iconology, visual language, advertising message, informative message, isotopy, advertising manifesto, symbolic message, visual message, verbal and iconic message, verbal-iconic message, iconic metaphor, myth, iconic paradigm, image perception, image polysemy, image producer, image/text ratio, message recipient, rhetoric image, rhetoric, sign, extracultural and intercultural signs, iconic sign, plastic sign, visual sign, significant, signified, semiology, sigle, iconic syntagm, system, synestesy, stereotype, structure, advertising structure


The problem of this thesis concerns the advertising image – a mean of communication of a great usage. The research represents an analysis from different perspectives of the advertising messages that have come up in the last years in the Moldovan press as well as in the abroad one. The advertising manifest contains an image and a text that can vary from a word to a sentence. At the same time it should be mentioned that there is a mixture of these two verbal-iconic elements in the advertising message. The object of this thesis is the advertising image, since its importance, lately, is in boosted.

The main goal of this research was to ensure the image signification in the advertising message from different perspectives: linguistic, psychological and social. The “sense-carrier” in the image can be considered the iconic sign. Defining the sign is the subject of many research schools: American, Belgian, Canadian, French, and Italian. An image contains, generally, many iconic signs that have similar character at the quality and quantity level. Starting from the correlation between the iconic sign and the linguistic sign and comparing these, some techniques, specific to the verbal language, applied on the advertising image, have been established. Thus, the verbal language functions can be found in the fixed image functions, where few are inefficient.

The most frequently used rhetoric figures in the verbal language are used at the creation of the advertising image. These figures are used at the paradigm level as well as at the sintagm level. This passage from the sign to the sense is made through the rhetoric which can allow getting close the fundamental problem, and especially the sense one which has the tendency of being expressed through a sign, in the case of this research through the visual sign (verbal-iconic).

The psychological aspect in the perception and in the decoding of the advertising message is of an enormous importance. Any element included in the advertising manifest (object, character, text or their absence) has as a goal that the human buys the product mentioned in the ad. There are certain themes exploited by the emitters of the advertising manifests. It is to be mentioned the esthetic character of the images, almost reaching art. This study is the first attempt of this type in the Republic of Moldova. Because images do not need translations, this mean of communication can be considered as an international one and as followed researches of this type have a somewhat international nature.