Almalech, Mony (2011) III. Semiotics of color. In: Advertisements : Signs of femininity and their corresponding color meanings. Prof. Marin Drinov Academic Publishing House, Sofia, pp. 22-33. ISBN 9789543220204
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Abstract
Mony Almalech draws our attention on the semiotic differences between visual colors and the linguistic color terms. He recognized two forms of existence of the language of the colors – Verbalized and Visual (non-verbalized). The visual colors are percept by the ocular perception, i.e. all colors are percept simultaneously. The verbalized form is when we use the natural language to designate color. The verbalized Color language is subordinate to the linear or syntax order of the natural language. Almalech used the Test of Free Linguistic Associations (of Kent-Rossanof) to form the Bulgarian Norm of associations on colors (Apendix 1). The list of word-associations (Apendix 1) is taken as a dictionary of non-color meanings of colors. In his previous book in English – Balkan Folk Color Language – Almalech proves a list of universal and non-universal color meanings of Visual colors in folklore marriage and burial. He used the Prototype theory of Rosch and Lakoff to comment the Norm of associations and the list of visual color meanings.
Almalech relates the verbalized associative non-color meanings of different words (basic color terms white, black, red, etc.; prototype terms light, darkness, sun, fire, blood, sky, sea, etc.; prototype rival terms linen, cherry, duckling, ruby, wine, sapphire etc.; terms for the basic features of the prototypes clean, pure, immaculate for light; hot, warm for fire; fresh for plants etc.) to the non-color meanings of the visual colors in folklore. He finds a small kern of mutual universal meanings which become a semiotic key for decoding the messages of advertisements.
The colors and the signs of femininity are described by Almalech as independent sign systems in terms of the semiotic triangle of Frege. The previous researches of Almalech on colors gave him the possibility to trace semantic and semiotic links between the signs of femininity and the colors. The analysis of 44 advertisements (pictures in Appendix 2) is an application of his Color theory.
Subjects: Advertisements, Semiotics, Cognitive Color Theories, Femininity, Psycholinguistics, Pragmatics, Anthropology, Relativity vs. Universality.
| Item Type: | Book Section |
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| Additional Information: | This book is submitted by Professor Mony Almalech, Dr. Habil. – Institute for Bulgarian Language, Bulgarian academy of science under the financial support of the Bulgarian academy of science and Israeli academy of science. From the Israeli side the participant was Prof. Sasha Weitman, Ph.D. from Tel-Aviv University, Faculty of Social Sciencies, Department for Sociology and Anthropology. The monograph represents an example of the unique partnership and the high moral support of the participants. Almalech sites scrupulously whenever he uses slots of the manuscript of Weitman on signs of femininity. The final result is a monograph of Prof. Almalech consisting of two main parts – the first one can serves as a textbook on Semiotics of colors, the second is a research on the color meanings and their corresponding meanings to the signs of femininity. The contribution of Almalech is the developing of the Semiotics of colors and its application to the world of advertisements. |
| Subjects: | Language. Linguistics. Literature > Applied linguistics Logic.Ethics (Moral philosophy).Esthetics. > Theory of knowledge. Epistemology. Semiotic Philosophy > Culture. Cultural studies. Philosophy of culture |
| ID Code: | 1205 |
| Deposited By: | Professor Mony Almalech |
| Deposited On: | 01 Jun 2012 07:52 |
| Last Modified: | 21 Dec 2012 10:47 |
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