الخطاب الإشهاري : دراسة في الأنساق و الوظائف ومضة قسنطينة عاصمة الثقافة العربية 2015 أنموذجا

الملخص EN

Summary: The most common type of discourses that we find in our daily life is the advertisng discourses.

it is a complex compound based on two distinct levels.

Which are the iconic system and the linguistic system.

it is also a social, cultural and artistic product.

So, it is a visual message charged by sings and indication.

Semantics is the science that seeks to study each system signs of by revealing meaning.

The use of the Semantics approach is the best way to explore Implicit values and meanings hidden behind the picture and to define clearly the relation between the system and the aesthetic function within the advertising discourse.

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