قراءة الصورة الاعلانية على وفق الاتجاهات النقدية المعاصرة == Reading of Ad - Image According To The Contemporary Critical Trends
Author name:
نضال مهذول محمد الطائي
Supervisor name:
خليل ابراهيم حسن الواسطي
General topic:
Fine Arts
Specific topic:
Typographic Design
Degree:
Doctorate
University:
University of Baghdad - College Of Fine Arts - Design Department
Language:
Arabic
University location:
Baghdad
First pages:
18T873 - p.pdf
Abstract:
The research seeks to study of Ad - Image as a given which links with the lighting of areas of communicative significance according to the critical reading of contemporary actress modernity and beyond… Where adopted reading direction structural descended concept within the design work in determining the structure of the text as a system, a (structural) thus provides a model in the analysis, and that this form originated in the curricula of contemporary linguistics. Has on the perception of structural linguistics possible that that will be useful in the study of phenomena, including the images on the grounds that they account for our attention and breathtaking Pope, which acts as sites for the production of meaning and representation. As confirmed in a text read on his promise on a closed system has the same rules of procedure and told him that His profit. It is a system lies not in the order of the elements in the network, but the relations between them and it was a focus on infrastructure, which we explore in which the system according to internal analysis, and the importance of relationships and the underlying pattern in the picture. And then came propositions postmodern from the terms of reference of modernity in critical structural terms of film criticism and effectiveness in reading design work (Ad - Image ) and based on the two entrances first means to establishment and the second reading of the description and detection down to the inner depths so as to sentencing, and this is what a breeze (verb critical ) and the two areas, the first to understand and to involve the other, and the second assessment in accordance with the measure assumed. It falls within the circle of mental assumption (of the image ad) a work of art.. and according to film critic goes beyond description and analysis assumes another dimension according to the founding of the given sensuous, where clear cinematic landmarks to indicate according to the theme of linguistic logic signal or significance. When searching in the application is embodied within the concept of communicative triangle limbs (the message sender and the receiver) and moving this process based on the awareness of compatible between forming and between receiving. He defined the position of communicative Pierce (b reference, subject, meaning) and the form of the concept of (Pierce) mark. Which fall under three types (code, signal, Aliqona) and receiving here to sign is a place in the aesthetic value of the formation, which is open to readings forward to the new insights frame for levels up to the type of space semantic which raises the interpretation and makes it (receiver) center in the movement pattern artistic aesthetic. Then comes the arguments of cash clastic and read the most contentious part of the proposals of the monetary contemporary, as it supports the principle of the weakness of the text and disintegrated down to the Imam the well core embedded in it that on one side, and by two other text comes out in drafting mold and volatility in the method which is not subject artwork in which to dominance Law or the influence of the style of openness and difference and the difference in the formulation of the Foundation is to generate aesthetic within disassembly. Thus we find the aesthetics of reception are subject to the concept of the public to the impact strength inherent in image advertising as a given, specific stylistic expression and out of the ordinary in the formulation of meanings and connotations and receive operation here shared between the work and the receiver and (taste aesthetic), which is the climate in which reimburse these taste or those. Accordingly, the recipient may be divided into three levels : the recipient is simple and recipients can reproduce the text and the recipient is as much on a new formulation affect the recipients of another type I and II. This whole process is leading to read the text according to the determinants of exegesis and interpretation of specific obsolete interpreter and the possibility of drafting an aesthetic according to a given sensory, and this is confirmed by the theory of interpretation on the identification of a brilliant concept associated with the image to read the ad. And it was determined the importance of research, which included a specific problem reading the image ad, In accordance with the trends of contemporary criticism. And the importance of, and the objectives and limits and define terms.The second chapter (theoretical framework) has included four topics meant to read the ad's criticism of contemporary trends according to each of structuralism and semiotics and deconstruction, and reception and interpretation.Is then extracted indicators that resulted from the theoretical framework as a scientific researcher reported them in its procedures and evaluate the way in analyzing the content of the samples. This is what has been discussed in the third chapter, a separate research procedures.Either search tool that will that was designed form analytical critique includes several axes, perhaps honest experts for the purpose of adoption in the analysis, where the analysis of the samples and then discussed on the basis of axes form. The fourth quarter has included the most important findings of the analysis, including : 1. That reading according to the trends of the contemporary monetary image ad referred to the concept of systems in relations significance disciplined and removed in accordance with the pre - selectors. And systems within the grasp formed depends on the specialized expertise in the design merits of the phenomenon.2. Reading according to the trends of contemporary criticism reflected a change in the concept of function equations merits of the ad images as a symbol of the state of mind.3. The facts in all formats semantic image ad unbearable to read meaning, one such directly through the visible face of the incident, or through its located in the apparent shape, and the second reading because of hidden facts that exercise selection for possible semantic units.4. Image advertising according to the theory disassembly open in a speech linguistic agreed on the future without prior controls where the power of the audience to turn to enriching the absence of potential significance, due to system variation. As an indication that the differences are numerous, he frees a difference in the receiver of the specified reference to evoke the image of advertising and leaves him the option to evoke or reference to float its own, and that the existence of a difference between the partial (signifier and signified) and (meaning and reference).5. Image advertising according to established contemporary reading of the structure of power in the map of thought which aims to break the concerned central existential images in advertising as a commercial presence infinity.6. Image advertising impression formed in drafting the formal frameworks are determined to get out from the mold or pessimism in the method or stylistic difference to announce this industry and the difference in the elements and compounds involved in the structure of the image advertising.
