الاستعارة الايقونية ودورها في تعزيز الخطاب الاتصالي للمنجز الطباعي == The Iconic Borrowing And Its Role In Enhancing The Communicative Discourse of The Printed Achievement
Author name:
هدى علي لفتة
Supervisor name:
انتصار رسمي موسى
General topic:
Fine Arts
Specific topic:
Typographic Design
Degree:
Master
University:
University of Baghdad - College Of Fine Arts - Design Department
Language:
Arabic
University location:
Baghdad
First pages:
18T980 - p.pdf
Abstract:
The printing achieved works is regarded as one of the artistic variations with functional and aesthetic considerations as it is a means of communication that is active and addresses the audience. As a result of that the means of expression varied for the designer. Perhaps one of the most important mechanisms of adaptation is the resort to the created and the renovated media in the printing design through the borrowing of form that are not familiar within other contexts to obtainpredetermined intellectual contents.Hence comes idea of the study. Chapter One includes the problem of study represented in the following question : What is the role of iconic borrowing in enhancing the communicative discourse of the printed achievement? Then the justifications of the study that is : 1. It contributes to the manifestation of the communicative idea between the designer and the receiver through depending on the iconic borrowing. 2. The possibility of contribution of scientific knowledge which the designers need in the designing field. The researcher then determined her objectives in knowing the role of iconic borrowing in enhancing the communicative discourse of the printed achievement. The limits of the study included the posters of ads published in the websites whereas the time limit is from 2010 to 2015. The researcher includes the following terms (iconic, borrowing, iconic borrowing, communicative discourse). Chapter Two tackles the theoretical framework including three inquiries that concentrates on the first inquiry on (borrowing and the methods of design form), the second is about (iconic and their suggestive indications), the third includes (the iconic borrowing in communicative discourse). Then the indicators of the theoretical framework which is one of the means of the building of the analysis form. Chapter is devoted to the study of the procedures of the study depending on the descriptive approach for the purpose ofanalysis and then determine by (%10) and the tool of the study which wasprepared for that purposeChapter Four includes the findings of the study like : 1. The iconic borrowing is an important means of the achievement of many designing means like the ascertain of meaning and the greater possibility of achieving more suggestion.2. The designing idea is distinguished by depending on the principle of double communicative discoursebetween the direct and the indirect as in the sample (1, 2, 3, 5, 7, 8, 9, 11, 16) and the indirect as in the models (4,6,10,12,13,14,15) through the rhetoric images that refer to other meaning. Thus they found the idea of communicative discourse with the recipient concenteringthe product advertised on.The researcher comes up with important results life : 1. The invention of new form (creative) which is represented by the iconic borrowing leading to the achievement of expressive force within the sensational realization into a potential expressive unit that leads to attractiveness, excitement, and attention. Therefore, it enhancing the communicative discourse of the printed achievement.2. The variety of the sources of iconic borrowing which contributes to the making of communicative discourse, The researcher comes up with some suggestions and recommendations and then a list of the references.
