Dr. Mustapha Haffad, The Semiology of the Advertising İmage and the Dynamics of Interpretation ……………………………. 93-111
This article attempts to analyze in depth the advertising image between interpretation and semiology. It aims at unveiling different mental processes that trigger the performance act of the customer. Therefore, the focus of the study is on the image as an authority which contains colors, forms, language… since the contemporary advertising discourse has become a laboratory of various fields of knowledge, for instance, computer science, physics, infography and economics. Thus, the objectives of the research are the following: a). highlighting the significant role of cognitive science in clarifying the mental operations while receiving the message of the advertisement. b). identifying neural activities and various important human behaviors. c). exposing the areas which control and explain linguistic and non-linguistic operations in the brain. The research has resulted in unveiling the role of contemporary methods in apprehending the advertising discourses without overlooking the semantic method as a scientific theory for discourse analysis.
Keywords: The advertising image, semantics, pragmatics, semiology, interpretation.