USING ICON, INDEX AND SYMBOL NOTIONS OF PEIRCE IN THE ADVERTISING POSTER

Abstract

Author(s): Nuri BA?O?LU

Advertising is created for inform ing the target group about a product. In order to create an advertising, it’s needed to know and consider the cultural and social structure, language and values of the target group. If these values of the target group are considered in the advertising, a successful advertising strategy can be established. It’s important to position target sign correctly so that the advertising can be received by the target group and be come efficient. Semiotic studies everything which can be used at communication. The messages can be positioned in the advertising posters by using the sign . Thes e signs might be produced by people, created with natural similarities or social compromise. Icon, ind ex and symbol concepts which are based on these fundaments, are created by Charles Sanders Peirce. Icon is set up on the similarity relationship of the object with its own referent. At the index concept,there might be a natural closene ss relationship and there is existential and causal connection between sign and its object. The relationship should be established by judgment, conclusion or experience. On the other hand, for symbol there is a social compromise.Signs with a purpose of communicating, transmitting information, having a relationship base d on a social convention between the signified and signifier are called the symbol. In this study, a printed advertising has been analyzed based on the classification of Peirc

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