Traditional VS. Digital Theoretical Approach to Communications

Kaftandijev, Christo and Radović-Marković, Mirjana and Vujičić, Slađana (2020) Traditional VS. Digital Theoretical Approach to Communications. In: Nacionalna naučno-stručna konferencija sa međunarodnim učešćem Trendovi u poslovanju 2020. Visoka poslovna škola strukovnih studija "Prof. dr Radomir Bojković", Kruševac, pp. 159-168. ISBN 978-86-7566-053-8

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Financial and other ads in the frame of opposition digital/real are analysed here from the standpoints of semiotics. The literature review includes the following topics - theory of digitality; theory of virtuality; some aspects of financial theory (psychology and economy; insurance theory; financial risks’ theory; disaster theory); some aspects of advertising theory (banking and insurances advertising; psychology and advertising - ad appeals; psychoanalysis and advertising;theory of archetypes); semiotics (semiotics and advertising; semantics (semantic field of concept risk; metaphor; litotes); syntactics; pragmatics and theory of drama. The main text of article is structured on the basis of the four semiotic branches – alphabetics, semantics, syntactics and pragmatics. Financial and other ads in the alphabetics’ part are examined from the standpoint of opposition real (traditional)/digital as communicative approach and from the standpoint of concept “continuum”. Some transformations of traditional (analogue) signs into digital ones and the creation of digital ads in the opposition variant/invariant are also studied here. The second part of the article is about digitized ads from the point of view of semantics. Authors concluded that semiotics and linguistics are highly developed sciences with long years of their history. This experience can also be applied in the conditions of digitization.

Item Type: Book Section
Additional Information: COBISS.ID=22994441
Uncontrolled Keywords: oglašavanje, oglasna žalba, semiotika, abeceda, semantika, sintaksa, pragmatika
Research Department: Business Economics
Depositing User: Jelena Banovic
Date Deposited: 20 Oct 2020 09:40
Last Modified: 20 Oct 2020 09:40

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