السيميائية في الملصق الاعلاني : دراسة تحليلية لاعلانات وزارة الصحة
Author name:
نسرين كاظم عبيد القره غولي
Supervisor name:
رشيد حسين عكلة الشمري
General topic:
Media
Specific topic:
Public Relations
Degree:
Master
University:
University of Baghdad - College Of Media - Department Of Public Relations
Language:
Arabic
University location:
Baghdad
First pages:
15T494 - p.pdf
Abstract:
In the era that is characterized by knowledge an informatics and the opining on all sciences for the sake of comprehension of the scientific knowledge's and employing it for the desired revival in the education of the individual and direct him by the last manner in order to use all the available knowledge's one of these knowledge's that serves the society and have the influence in deepening the human awareness through the employment of the relation between the language , symbol , and the truth and this what is called semiology.Semiotics interested in human knowledge's in what it represents as indicative practices, so that scientists of sociology went in searching about the importance of the symbol and the sign in the fields of social knowledge, and in the context of this dialectical relationship of human knowledge that includes the reaction of the (indicative and indicted) , this concept formed general human dimension, and this what we may find in the Arabic and Islamic heritage which was with its civilized comprehensiveness a cultural storage represented in the linguistic , philosophic , and rhetoric hereditary , aside tram the representation of the social hereditary which was clear in its introduction.The importance of linking between the content of the advertising address and knowledge production was one of the most presented interests of language and advertisement experts, where this linking led to strengthen the prestige of the Arabic language in the international arena although in the same time it gave the semiotics big position in the advertising wages and exploding it.In the field public advertising address as a documentary and educational tool , and this wage was not the outcome of the historical modern moments but it was ancient in the usage , so that the west knew the semiotic in its advertising and media address within the semiotic frame , and for this reason the English philosopher ( John Lock ) referred to the importance of semiotic as a field in the human knowledge , suggesting that semiotic should be as on independent science , prior to him in proposing this opinion was ( John Dan Thomas ) withinit's scientific , knowledge and philosophic frame to support the semiotic knowledge , and from the high importance of the semiotic as a branch of human awareness and for the purpose of using this scientific and rhetoric terminology, therefor ( the researcher ) see that semiotic is one of the advertising actively severs in its social frame using kinds of advertisement which express the visions and social concepts of the issued goals in order to reach the complete awareness to the close symbols and signs because it addresses different social layers , different regarding this culture and this ideologies , this believes and this tends through the symbolic information within its semiotic frame described as a communicative message that achieve a prominent and educational role in the social life where the social and political poster was in the voters with the parliament and political leaders.This study should the importance of advertising poster as one of the semiotic tools with its advertising function to connect the establishment service represented by the ministry of health with a knowledge frame to build a qualitative base to educate the citizen in the field of health through the advertising usage by employing the duality of the indicator and indicated as one of the main bases in the systematic procedure of the semiotic criterion from here , we can see the importance of the semiotic function of the poster in expressing the communicative message activity and this subject is not new in the field of advertising function as much as it may contribute as a knowledge and scientific field which is characterized by its systematic procedure in the field of advertisement.The thesis had been divided into five chapters, it had been distributed between the systematic, theoretical, and practical field frames, where first chapter covered the research systematic procedure and its importance, problematic issues, and its goals. Which the second chapter distributed into twothemes : the first included : the development and evolution of the semiotic concept in the Arabic and western thinking. The second theme included : the semiotic schools and this communicative, indicative and cultural tendencies.While the third chapter contained two themes where the first dealt with the semiotics of the communicative and advertising address in the public relations due to the scientific and communicative semiotic concepts, in addition to the functions and advantages of the advertisement and elements and principles of poster design , aside from the systematic approach in the advertising address analysis , while the second theme included the advertisement within the frame of the symbolic interactive theory due to the symbolic communicating interaction and it's references and the relation of advertisement with the symbolic interactive theory. The fourth chapter distributed into two themes, the first included : the semiotic of the advertising picture due to conception and components, while the second theme included the persuasive communicative ability of the advertising picture. The thesis also included in its fifth chapters the application part while had been represented by the advertising posters issued by the ministry of health for the period (2005 2015) through the qualitative and quantitative approach.Finally the study covered the explanation of result that had been reached by the researcher, most important of which are : 1 - The depending of all samples on employing the verbal and image texts.2 - The advertisement construction in all samples had been based on the clarification of indicative or (semantic) and interpretative dimension.3 - Most of samples depended on the employment of the representational non declarative icons.And according to what had been reached by the researcher, the conclusions and recommendations were presented.A summary of thesis also included.
