Denotation of Narrative Features in Television Advertising  (A Semiotic Approach to Mr. President's Declaration)

محمد  العزاوي; بشرى الراوي

doi:10.35516/hum.v49i1.1651

المؤلفون

محمد العزاوي الجامعة العراقية
بشرى الراوي جامعة بغداد

DOI:

https://doi.org/10.35516/hum.v49i1.1651

الكلمات المفتاحية:

السرد، الإعلان التلفزيوني، السيميولوجيا.

الملخص

يتلخص البحث في تعرُّف أبعاد ودلالات الإعلان التلفزيوني، ومقومات بنائه عن طريق المقاربة السيميولوجية لعينة إعلانية تمثلت في إعلان شركة زين الكويتية للاتصالات. الذي يحمل عنوان "سيدي الرئيس" باستخدام مقاربة رولان بارث، بدءًا بالقراءة التعيينية، والتضمينية، واللسانية، للوصول الى السمات السردية ودلالتها. التي تجعل من الإعلان التلفزيوني خطابًا سيميائيًا تداوليًا بالنظر إلى الصورة الثابتة والمتحركة بما تحمله من كفاءة وقوة على التبليغ والتواصل. وما يكمن فيها من عناصر جمالية وفنية وطاقة إبلاغية وفعالية في التأثير في المتلقين بالتركيز على السرد والسرديات والبنية السردية والإعلان التلفزيوني مع محاولة تقديم نموذج تطبيقي.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

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