Možnosti a limity sémioticko-funkcionální a diskurzivní analýzy: Na příkladu reklamy Understanding is Everything
| Title in English | The possibilities and the limits of functional-semiotic discourse analysis: On the example of the advertising Understanding is Everything |
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| Year of publication | 2010 |
| Type | Conference abstract |
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| Citation | |
| 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. |