بررسی کسب مهارت و خوانش تصاویر ثابت تبلیغاتی با استفاده از ابزارهای تحلیلی نظام نشانه شناسی
آرشیو
چکیده
تبلیغات درزمینه تجارت، فرهنگ و سیاست، در قالب متون تصویری ثابت به همراه متن نوشتاری، همیشه ازنظر تولیدکنندگان، به جهت کسب سود و منفعت مورد توجه بوده است؛ و اصولاً، ارتقاء کیفیت تبلیغات به شکل سنتی، ازنقطه نظر تولیدکنندگان، در جهت اقناع مخاطبان است، لذا کمتر خوانش و تحلیل آن ها از منظر مخاطبان هدف مورد توجه است. چگونه می شود در این تعامل چندجانبه، فقط یک طرف قضیه به مهارت های لازمه برای رسیدن به مقصود، رشد و توسعه پیدا کند، درحالی که طرف مقابل یعنی انبوه مصرف کنندگان، بدون هیچ آموزش و کسب مهارتی، مغبون این ارتباط چندگانه بوده و رها در فضاهای ارتباطی باشند؟ به نظر می رسد در این فضای تعاملی مخاطبان نیاز به کسب مهارتِ خوانش تصاویر تبلیغاتی دارند، لذا باتوجه به این نیاز و ضرورت، سؤال های پژوهش عبارت اند:1. چرایی ضرورت آموزش مخاطبان متون تصویری ثابت تبلیغاتی در جهت خوانش و تحلیل آن ها؟ 2. بررسی توانایی ابزار تحلیلی نظام نشانه شناسی، جهت آموزش و تجهیز مخاطبان در خوانش و تحلیل تصاویر ثابت تبلیغاتی؟ روش تحقیق بکار رفته در این مقاله توصیفی - تحلیلی متناسب با پیکره مطالعاتی مقاله بوده و شیوه گردآوری اطلاعات به صورت اسنادی کتابخانه ای و اینترنتی است. نتیجه پژوهش حاکی از آن است که امروزه با پیشرفت فناوری، فضاهای تعاملی با استفاده از ارتباطات تصویری بیش ازحد گسترش پیدا کرده است؛ لذا ابزار تحلیلی نظام نشانه ای گردآوری شده در جدول شماره 1، سازوکاری مناسب و کارآمد برای تجهیز مخاطبان است، تا با تیزبینی، تصاویر ثابت تبلیغاتی را تجزیه تحلیل، و معانی ضمنی نهفته در لایه های تصویری را دریافت کنند. با استفاده از ابزار مذکور، تعدادی تصویر تبلیغاتی در متن مقاله، مورد خوانش و تحلیل قرار گرفتند، و معانی دریافت شده، به تفصیل در متن مقاله ارائه گردید. علاوه بر این، ابزارهای موردنظر می توانند توانایی های شناختی و ذهنی مخاطبان را تقویت کنند.Exploring Skill Acquisition and Reading of Static Advertising Images through Analytical Tools of Semiotic Systems
It is undeniable that advertising holds a remarkably distinct position in contemporary communicative and social discourse across various domains. At times, it subtly influences internal emotions-like spring dew-seeking to persuade the audience; at other times, it acts as a tension-inducing and confrontational tool. Particularly with the emergence of social networks, many temporal and spatial communication constraints have been lifted, creating fertile ground for diverse forms of advertising. This web of connectivity entangles audiences, who, bewildered and disoriented in this vast digital space, rely predominantly on their sensory perceptions. Unaware of their implicit captivity, they are drawn to vibrant advertising discourses. Typically, audiences remain passive and subdued, readily accepting everything presented in advertising texts and internalizing them as established ideas or beliefs.A particularly significant form of advertising is static visual texts. Advertisers, recognizing advances in technologies for producing visual content, exploit technical artistry and strategic design to reconstruct representations in ways that define meanings and realities according to their intentions within this newly interactive space. If we accept that today’s technology serves the interests of those initiating these discourses-ensuring the persuasion of audiences-then it becomes necessary to identify methods and approaches that employ similar technological tools to guide potential consumers toward cognitive and intellectual maturity. Such guidance would enable them to unravel the complex web of communication and transform one-sided interactions into logical and meaningful dialogues.Advertisers primarily aim to target the emotional dimensions of the audience through specific visual strategies, diverting attention from rational reflection. The persistence of advertisements has contributed to the creation of a mythologized audience-both subdued and spectating-whose inner desires and aspirations have long been shaped by advertising, to the extent that such influences are now regarded as normal and natural. Therefore, identifying strategies to enhance audience engagement has become an essential area of inquiry that researchers and scholars must examine in depth. To achieve this, understanding the mechanisms through which advertisements operate is crucial, and the application of linguistic frameworks-such as semiotic analysis-can facilitate the development of a common language and suitable analytical tools.Accordingly, this paper investigates:1. The rationale for the necessity of training audiences to read and analyze static visual advertising texts.2. The potential of semiotic analytical tools to educate and equip audiences in reading and interpreting static advertising images.The research methodology adopted in this study is qualitative. The approach centers on the description and analysis of selected advertising texts sourced from the internet. Data collection was conducted through documentary (library-based) and online methods.The findings of this research indicate that advertising texts function as persuasive mediums, creating interactive spaces in which audiences-due to a lack of the necessary analytical skills-tend to respond emotionally rather than rationally. These limitations hinder their ability to decode the meanings, norms, and implicit rules embedded within advertising texts. Moreover, the study demonstrates that semiotic analytical tools are well-suited to empowering audiences in interpreting and analyzing static advertising images.Investigations revealed that in the interactive space formed by static visual advertising texts, the audience-positioned as a semiotic subject-produces both direct and implicit meanings through the use of multiple semiotic systems. This is made possible because visual texts often possess a relatively coherent structure, even in their most abstract forms, using basic morphological elements and visual signs to create purposeful and balanced compositions for meaning-making and communication. Consequently, with sustained practice, audiences can utilize semiotic analytical tools-such as paradigmatic and syntagmatic axes, metaphor, metonymy, rhetoric, explicit and implicit denotation, coding and decoding, contrast, and association-to deconstruct and analyze the structure of visual texts. This analytical engagement will, without doubt, enhance the cognitive and interpretive capacities of the audience. To illustrate this, several static visual advertising texts were examined using the aforementioned tools in the findings section.
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