РЕКЛАМИРАЊЕ БРЕНДОВА: ВИЗУЕЛНЕ РЕПРЕЗЕНТАЦИЈЕ ТЕЛА

Abstract

French semiotics is a formal discipline which deals with real life objects. Therefore, it is now of utmost importance to build socio-semiotics based on interactive models of communication. In newspaper and television advertisements, body interactions are commonly used in order to incarnate a brands’ identity. These bodies reveal emotions or, more accurately, norms of emotional behaviors. The human body has a dual role which consists of representing the emotional interaction and of identifying emotional states. Using a corpus of advertisements that display bodies in interaction, in this paper our aim is to analyze the representations of these interacting bodies and how to interpret them. This used model defines the body as the intermediary in the interpretation of emotional states