Možnosti a limity sémioticko-funkcionální a diskurzivní analýzy: Na příladu reklamy Understanding is everything

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Title in English	Possibilities and Limits of Functional-semiotic and Discourse Analysis: Analyzing Advertisement Poster “Understanding Is Everything”
Authors	PAVELKA Jiří
Year of publication	2012
Type	Article in Proceedings
Conference	Diverzita v spoločenských vedách. HUMAN COMMUNICATION STUDIES Vol. 11
MU Faculty or unit	Faculty of Social Studies
Citation
Web	http://www.kvsbk.sav.sk/ZbornikQAK2012_Diverzita_v_spolocenskych_vedach.pdf
Field	Mass media, audiovision
Keywords	text; advertising; semiotic analyses; narrative analyses; dicourse analyses
Description	The study examines, using the tools of a functional-structuralist discursive analysis, the advertising text "Understanding is Everything" of the Gulf Oil Corporation, published in 1984. It attempts to answer the question which communications and production contexts, codes, and discourses construct the media text "Understanding is Everything" and the mediated contents associated with this text. The main objective of the study is to assess the options and limits of a functional-structuralist discursive analysis advertising and mass media communication in general.