DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES
Published Article === Change in the world is reflected in almost every aspect of our lives – how we live, eat, communicate, etc. For reasons of authentication the mass media use real people in real life settings to convince real people to buy or use a product or service. For this reason it can be...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | en_US |
Published: |
Journal for New Generation Sciences, Vol 6, Issue 2: Central University of Technology, Free State, Bloemfontein
2015
|
Subjects: | |
Online Access: | http://hdl.handle.net/11462/508 |
id |
ndltd-netd.ac.za-oai-union.ndltd.org-cut-oai-ir.cut.ac.za-11462-508 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-netd.ac.za-oai-union.ndltd.org-cut-oai-ir.cut.ac.za-11462-5082016-03-16T03:59:04Z DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES van Niekerk, A. Möller, J. Central University of Technology, Free State, Bloemfontein Advertising communication myth denotation connotation Published Article Change in the world is reflected in almost every aspect of our lives – how we live, eat, communicate, etc. For reasons of authentication the mass media use real people in real life settings to convince real people to buy or use a product or service. For this reason it can be argued that the mass media (especially advertisements) offer a particular view of society. It is within such a specific system of belief that the mass media sell certain desires. Without a specific system of belief it is not possible to sell certain desires, for example: fitness (not sport shoes), beauty (not lipstick), etc. This view of the world offered by advertisements is unique to this genre and therefore the advertising genre can be identified, with its unique characteristics and conventions, within the bigger media world. Concepts such as morality, values and desire lead to the concept myth which forms the focus of this research. The focus of this research was to identify the meaningful denotative and connotative signs in print advertisements given the expected reaction of the target market; to identify the desires being sold in print advertising messages on the basis of the meaningful denotative and connotative signs and finally to identify the marketing myths forming the basis for selling the abovementioned desires. 2015-09-22T10:42:15Z 2015-09-22T10:42:15Z 2008 2008 Article 16844998 http://hdl.handle.net/11462/508 en_US Journal for New Generation Sciences;Vol 6, Issue 2 Central University of Technology, Free State, Bloemfontein 128 690 bytes, 1 file Application/PDF Journal for New Generation Sciences, Vol 6, Issue 2: Central University of Technology, Free State, Bloemfontein |
collection |
NDLTD |
language |
en_US |
format |
Others
|
sources |
NDLTD |
topic |
Advertising communication myth denotation connotation |
spellingShingle |
Advertising communication myth denotation connotation van Niekerk, A. Möller, J. DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES |
description |
Published Article === Change in the world is reflected in almost every aspect of our lives – how we
live, eat, communicate, etc. For reasons of authentication the mass media use
real people in real life settings to convince real people to buy or use a product
or service. For this reason it can be argued that the mass media (especially
advertisements) offer a particular view of society. It is within such a specific
system of belief that the mass media sell certain desires. Without a specific
system of belief it is not possible to sell certain desires, for example: fitness
(not sport shoes), beauty (not lipstick), etc. This view of the world offered by
advertisements is unique to this genre and therefore the advertising genre can
be identified, with its unique characteristics and conventions, within the bigger
media world. Concepts such as morality, values and desire lead to the concept
myth which forms the focus of this research.
The focus of this research was to identify the meaningful denotative and
connotative signs in print advertisements given the expected reaction of the
target market; to identify the desires being sold in print advertising messages
on the basis of the meaningful denotative and connotative signs and finally to
identify the marketing myths forming the basis for selling the abovementioned
desires. |
author2 |
Central University of Technology, Free State, Bloemfontein |
author_facet |
Central University of Technology, Free State, Bloemfontein van Niekerk, A. Möller, J. |
author |
van Niekerk, A. Möller, J. |
author_sort |
van Niekerk, A. |
title |
DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES |
title_short |
DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES |
title_full |
DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES |
title_fullStr |
DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES |
title_full_unstemmed |
DIE ROL VAN KONNOTATIEWE EN DENOTATIEWE ELEMENTE IN DIE INSTANDHOU EN KOMMUNIKASIE VAN REKLAMEMITES |
title_sort |
die rol van konnotatiewe en denotatiewe elemente in die instandhou en kommunikasie van reklamemites |
publisher |
Journal for New Generation Sciences, Vol 6, Issue 2: Central University of Technology, Free State, Bloemfontein |
publishDate |
2015 |
url |
http://hdl.handle.net/11462/508 |
work_keys_str_mv |
AT vanniekerka dierolvankonnotatieweendenotatieweelementeindieinstandhouenkommunikasievanreklamemites AT mollerj dierolvankonnotatieweendenotatieweelementeindieinstandhouenkommunikasievanreklamemites |
_version_ |
1718204672206962688 |