A case of intersemiotics: The reception of a visual advertisement
A case of intersemiotics: The reception of a visual advertisement
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符号间学案例：视觉广告的接受
DOI：
10.1515/semi.1992.91.1-2.79
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发表时间：
1992
期刊：
影响因子：
--
通讯作者：
F. Saint
中科院分区：
文献类型：
--
作者：
F. Saint
Sonesson（1989）在最近的一项研究中彻底记录了欧洲视觉符号学在过去30年中遇到的困难。从所有这些努力中没有获得解释视觉表现的连贯和富有成效的基础。北美的符号学家们已经得出了同样的结论，认为这类“图像符号学”是无效的。迫切需要在完全不同的方向上建立适当的视觉符号学，蒙特利尔的一个跨学科研究小组（Groupe de rescherche en semiologie des arts visuels，GRESAV）接受了这一挑战。在对视觉图像进行任何解释之前，该小组公开宣称的目的是在合理的理论基础上建立对视觉语言句法的描述，以及可能适用于这种表现形式的意义理论的基础。在第一个阶段，似乎有必要专门讨论那些基于纯粹视觉手段的语言形式，如绘画、雕塑、建筑、摄影、某些类型的表演等;在第二个阶段，由此获得的知识可以帮助阐明当视觉语言与其他符号学手段混合或补充时，其他符号系统之间的相互作用--例如，广告、戏剧、电影和录像中的文字，或电影、舞蹈中的音乐，等等。本研究是符号间学第二阶段的应用，因为它提出了对视觉插图的符号学分析，视觉插图是为了表达通过语言手段确定的先前意义而产生的。这张图片是几年前在法国开展的一项广告活动的一部分，目的是传播这样一个口头信息：掌握能源就是掌握未来。这是一个系列的20个由不同的艺术家和视觉设计师，作为一个应用领域的博士论文存放在蒙特利尔大学于1989年生产。在简要的历史回顾之后，
The difficulties encountered by European visual semiotics over the last thirty years have been thoroughly documented in a recent study by Sonesson (1989). No coherent and fruitful bases for the interpretation of visual representations have been obtained from all these efforts. The same conclusions about the inefficiency of this type of 'icono-semiotics' had already been reached by semioticians in North America. The need was acute to establish proper visual semiotics on radically different orientations, a challenge taken up by an interdisciplinary research group in Montreal called the Groupe de recherche en semiologie des arts visuels (GRESAV). Before any attempt at the interpretation of visual images, the avowed purpose of the group was to establish upon sound theoretical grounds the description of a syntax of visual language and the bases of a theory of meaning that might be applied to this form of representation. It seemed important, in the first phase, to address specifically those forms of language based on purely visual means, such as painting, sculpture, architecture, photography, certain kinds of performance, and so on. The knowledge gained thereby could help, in a second phase, to illuminate the interactions between other systems of signs when visual language is mingled with or complemented by other semiotic means — for instance, words in advertising, theatre, film, and video, or music in film, dance, and so on. The present study is an application in the second phase of intersemiotics, since it presents a semiotic analysis of a visual illustration that was produced in order to express a previous meaning determined through verbal means. This image was part of an advertising campaign run in France, some years ago, to disseminate the verbal message: To master energy is to master the future' (Maitrise de l'energie, maitrise de I'avenir). It is one of a series of twenty produced by various artists and visual designers which served as a field of application for a doctoral thesis deposited at the Universite de Montreal in 1989. After a brief historical overview, the bases of the new directions taken