سيميولوجيا التحليل السردي في الفيلم الإشهاري : نظرة ابستيمولوجية

Abstract EN

This research tries to present a different epistemological view for the analysis of the advertising film, which is the narrative semiological analysis, as most of the specialized studies - in the semiological analysis of advertising - deal with it as a structural text, and divide it into elements, and build the analysis on this basis, and this is called the technical analysis of the film, which is based On analyzing the image and sound.

As for the researcher, she believes that the meaning lies in the relationships and not in the elements, and these relationships appear through the interactions of contexts, and here lies the difference.

It thus adopts the concept of discourse instead the concept of text.