A STUDY OF SEMIOTICS OF BILLBOARD ADVERTISING IN TEHRAN

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KAMRAN A.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Journal: CULTURAL STUDIES & COMMUNICATION Year:2007 | Volume:3 | Issue:8 Page(s): 79-113

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Information Journal Paper

Title

A STUDY OF SEMIOTICS OF BILLBOARD ADVERTISING IN TEHRAN

Author(s)

KAMRAN A. | Issue Writer Certificate

Keywords

SEMIOTICSQ2

METAPHORQ3

METONYMYQ3

DENOTATIONQ3

CONNOTATIONQ3

SIGNIFIERQ3

SIGNIFIEDQ3

SYNTAGMATIC AXISQ3

PARADIGMATIC AXISQ3

LANG & PAROLEQ3

Abstract

This study aims to recognize the symbols and mythology dominant in civic advertisements in Tehran. In doing so, examples of billboards on display in Tehran, Iran’s mega-city, during the spring and summer of 1382 were analyzed. The theoretical framework for this work was taken from Ferdinand de Saussure semiotic perspective combined with the theories of Rolan Barth on demystification analysis of advertising texts. The findings reveal the domination of a mythopetic system in Iranian advertising. Parts of these myths are particular to Iranian culture and society, carrying its characteristics within the texts, and others are affected by international or super-national regional myths and are more Universalist.

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APA: Copy

KAMRAN, A.. (2007). A STUDY OF SEMIOTICS OF BILLBOARD ADVERTISING IN TEHRAN. CULTURAL STUDIES & COMMUNICATION, 3(8), 79-113. SID. https://sid.ir/paper/118109/en

Vancouver: Copy

KAMRAN A.. A STUDY OF SEMIOTICS OF BILLBOARD ADVERTISING IN TEHRAN. CULTURAL STUDIES & COMMUNICATION[Internet]. 2007;3(8):79-113. Available from: https://sid.ir/paper/118109/en

IEEE: Copy

A. KAMRAN, “A STUDY OF SEMIOTICS OF BILLBOARD ADVERTISING IN TEHRAN,” CULTURAL STUDIES & COMMUNICATION, vol. 3, no. 8, pp. 79–113, 2007, [Online]. Available: https://sid.ir/paper/118109/en

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