Resemioticisation of the Context of Situation in Ambient Billboards (A Case Study of Tehran)

Haghbin, Farideh; Monfared, Narjes

doi:10.30473/il.2019.40017.1133

Document Type : Research Paper

Authors

Farideh Haghbin ¹
Narjes Monfared ²

¹ Associate Professor of Linguistics, Alzahra University

² Ph.D. in General Linguistics, Alzahra University

https://doi.org/10.30473/il.2019.40017.1133

Abstract

The present sociolinguistic research aimes to study the discourse of ambient billboards in Tehran in order to identify, by means of inter-semiotic cohesive devices, the aspects which lead to the development of meaning in this minimal medium. Accordingly, the present study attempts to address the question "How inter-textual elements of Tehran ambient billboards could create meaning in relating to intra-textual elements? In order to analyze and represent the unknown aspects of meaning, a mixed model with a multivariate approach has been used to analyze the intrinsic meta-analysis constructs at different levels and with respect to the intertextual links in the context. The data were collected using field and documentary method. After the data were collected through cluster random smapling, they were qualitatively and quantitatively analyzed. The findings showed that the resemioticisation of non-peripheral text in the context of Tehran ambient billboards was influenced by features of urban areas or religious, historical, cultural or commercial sites, extending the dimensions of meaningfulness. Also, the resemioticisation of the texture of the position of the ambient billboards of Tehran was based on the reference to the structures of the texture of peripheral text, the development of texture in relation to the context of the perimeter position, and the presence of structures of the perimeter context in the text of the billboards, which has led to the expansion of the dimensions of the miniaturization of this minimal medium.

Keywords

Main Subjects

References

حق‏بین، فریده(1390). تحلیل دیداری عکس‏های دورة دفاع مقدس بر مبنای نظریة نشانه‏شناختی اجتماعی هلیدی. درعلیرضا کریمی (ویراستار)،نام‏آورد (دفتر دوم: بیست مقاله و گفتار دربارة مطالعات نشانه‏شناختی جنگ/دفاع مقدس) (صص 177-135). تهران: سورة مهر.

خلیلی، جعفر(1389). آسیب‏شناسی کاربردی تابلوهای تبلیغاتی خیابان ولی‏عصر (عج) تهران. پایان‏نامۀ کارشناسی ارشد، رشتة ارتباط تصویری. دانشگاه تهران.

داورپناه، افشین(1392). طرح جامع ساماندهی تبلیغات محیطی شهر تهران. تهران: پژوهشکدة فرهنگ، هنر و معماری؛ سازمان زیباسازی شهر تهران.

زندی، بهمن، روشن، بلقیس و امیری‏خواه، مریم (1397). مقایسة نامگذاری قهوه‏خانه‏ها با کافی‏شاپ‏های شهر تهران از دیدگاه نام‏شناسی اجتماعی. فصلنامه زبان‏شناسی اجتماعی. دورۀ 2، شماره 2، 30-41.

ساسانی، فرهاد(1389). معناکاوی: به سوی نشانه‏شناسی اجتماعی. تهران: نشر علم.

کامران، افسانه(1382). نشانه‏شناسی تبلیغات شهری در ایران با تأکید بر بیلبوردهای شهر تهران. پایان‏نامۀ کارشناسی ارشد، رشتۀ پژوهش هنر. دانشگاه علم و فرهنگ. تهران.

مردانی‏سرور، انسیه(1391). تحلیل بیلبوردهای تبلیغاتی شهری از منظر نشانه‏شناسی اجتماعی (بررسی بیلبوردهای تبلیغاتی ایستگاه‏های مترو). پایان‏نامۀ کارشناسی ارشد. دانشگاه علم و فرهنگ. تهران.

مرکزی، مهشید (1372). استفاده از تابلوهای بزرگ تبلیغاتی در ورودی شهرها. پایان‏نامۀ کارشناسی، رشتۀ ارتباط تصویری. دانشگاه تهران.

منفرد، نرجس و حق‏بین،فریده (1393). سازوکارمعناپردازی رنگ در بیلبوردهای تجاری شهر تهران: مطالعة موردی بیلبوردهای تجاری شرکت بیمة معلم، پودر تاژ و اسنک چی‏توز. مطالعات زبان و گویش‏های غرب ایران، 5 (24)، 84-61.

نجومیان، امیرعلی(1390). پیش‏گفتاری بر نشانه‏شناسی و فضای شهری. ماهنامة سوره، 150-151،198-197.

Barthes, R. (1957 [1972]). Mythologies. Translated by Annette Lavers. Farrar: Straus and Giroux.

Cheong, Y. Y. (1999). The construal of ideational meaning in print advertisements. In K. L. O’Halloran (Ed.). Multimodal discourse analysis: Systemic functional perspective (pp. 163-195). London: Continuum.

Feng, D. & O’Halloran, K. L. (2013). The visual representation of metaphor: asocial semiotic approach. Review of Cognitive Linguistics, 11(2), 320-335.

Forceville, C. (1994). Pictorial metaphor in advertisements. Metaphor and Symbolic Activity, 9(1), 1–29.

Goddard, A. (1998). The language of advertising. New York: Routledge.

Halliday, M. A. K. (1978). Language as social semiotics: the social interpretation of language and meaning. London: Edward Arnold.

Halliday, M. A. K. (1994). An introduction to functional grammar (2^nded). New York: Longman.

Halliday, M. A. K. (2014). Halliday’s introduction to functional grammar (4^nd ed). London: Edward Arnold.

Holtzschue, L. (2006). Understanding color: an introduction for designers (3^nd ed). Canada: Johny Wiley & Sons, Inc.

Hosseinabadi Sadeh, D., Nooraie, M., & Hajikarimi, B. (2013). Billboard advertising by using imperialist comparative alghorithm (case study: Tehran city). African Journal of Business Management, 7 (36), 3705-3713.

Iedema, R. (2003). Multimodality, resemioticization: extending the analysis of discourse as a multi-semiotic practice. Visual Communication, 2 (1), 29-57.

Jamali, B., Sadeghi Niaraki., & Arasteh, R. (2015). Application of geospatial analysis and argumented reality visualizationin indoor advertising. International Journal of Geoghraphy & Geology, 4 (1), 11-23.

Jurca, M. A. & Madlberger, M. (2014). Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness. Journal of Marketing Communication, 21 (1), 48-64.

Kress, G. (2010). A social semiotic approach to contemporary communication. London: Routledge.

Kress, G., & van Leeuwen,T. (1990). Reading images. Australia: Deakin University Press.

Kress, G., & van Leeuwen,T. (1996). Reading images: The Grammar of Visual Design. London: Rutledge.

Kress, G., & van Leeuwen,T. (2002). Colour as a semiotic mode: notes for a grammar of colour. Visual Communication 1 (3), 343–368.

Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2^nd ed). London: Routledge.

Lakoff, G., & Johnson, M. (1980). Metaphors we live by. Chicago: University of Chicago.

Lemke, J. (2009). Multimodal genre and transmedia traversals: social semiotics and the political economy of the sign. Semiotica, 173, 283-297.

Lim, F. V, (2004). Developing an integrative multi-semiotic model. In K. L. O’ Halloran (Ed.), Multimodal siscourse analysis: Systemic functional perspective (pp. 220-46). London: Continuum.

Liu, Y., & O’Halloran, K. L. (2009). Intersemiotic texture: analyzing cohesive devices between language and images. Social Semiotics, 19 (4), 367-388.

Lotman, M. L. (2001). A semiotic theory of culture (2^nd ed). New York: I.B Tauria & Co Ltd.

Martinec, R, & Salway, A. (2005). A system for image-text relations in New (and Old) media. Visual Communication, 4 (3), 337-371.

McQuarie, E & Mick, D. (1999). Visual rhethoric in advertising text-interpretive, experimental and reader-response analysis. Journal of Consumer Research, 26, 37-54.

O’Halloran, K. L. (1999). Toward a systemic functional analysis of multi-semiotic mathematic texts. Semiotica, 124 (1-2), 1-29.

O’Halloran, K. L. (2005). Mathematical discourse: language, symbolism and visual images. London: Continuum.

O’Halloran, K. L. (2008). Mathematical and scientific forms of knowledge: a systemic functional multimodal grammatical approach. In F. Christie & J. Robert Martin (Eds.), Language, knowledge and pedagogy: Functional linguistic and sociological perspectives (pp. 205–236). London: Continuum.

O’Halloran, K. L. (2011). Multimodal discourse analysis. In K. Hyland & B. Paltridge (Eds.), Continuum companion to discourse analysis (pp. 120-137). US: Continuum International Publishing Group.

O’Halloran, K. L., Sabine T., & Marissa K. L. E. (2015). Multimodal analysis for critical thinking. Learning, Media and Technology, 42 (2), 147-170.

Peverini, P. (2014). Environmental issues in unconventional social advertising: asemiotic perspective. Semiotica, 199, 219-246.

Royce, T. D. (1998). Synergy on the page: exploring intersemiotic complementarity in paged-based multimodal text. JASFL Occasional Paper, 1(1), 25- 51.

Shelton, A. J., L, Wojciechowski, P., & Warner, J. (2016). Ambient marketing practices in the United States: aprofesional view. Communication Today, 7(1), 66-81.

Sonesson, G. (2013). Spaces of urbanity revisited: from the Boulevard to the mobile phone network. Degrés, 41(153), 1-16.

Van Leeuwen, T. (2006). Towards a semiotics of typography. Information Design Journal, 14 (2), 139-155.

Van Leeuwen, T. (2011). The language of color: an introduction. Routledge: London and NewYork.

Williams, A. (2017). Ambient advertising: an investigation into the effect that visual impact, environmental impact and pedestrains interpretation has on creating the ambient advertising message. (MA thesis), University of Wales Trinity Saint David, Lampeter, United Kingdom.

Journal of Sociolinguistics

Resemioticisation of the Context of Situation in Ambient Billboards (A Case Study of Tehran)

References

References

Volume 2, Issue 4 - Serial Number 8
December 2019
Pages 101-118

Resemioticisation of the Context of Situation in Ambient Billboards (A Case Study of Tehran)

References

References

Volume 2, Issue 4 - Serial Number 8December 2019Pages 101-118

Volume 2, Issue 4 - Serial Number 8
December 2019
Pages 101-118