Advertisements Signs Of Femininity And Their Corresponding Color Meanings 1st Edition Mony Almalech by Mony Almalech 9789543220205, 9780768459111, 0768459117, 9543220204, 6X84X16 instant download after payment.

Semiotics of color, Philosophy of languageMony Almalech draws the semiotic differences between ‎two forms of the language of colors‎ - ‎Verbalized and Visual‎. Bulgarian Norm of Free Linguistic Associations associations on colors ‎is presented‏.‏‎ The list ‎of the word‎-‎associations ‏‎ (‎Appendix 1) is taken as a dictionary of non-color ‎meanings of colors. The author ‎uses the Prototype theory ‏‎ commenting on the Norm and the ‎‏ ‏visual color meanings‎ published at Balkan Folk Color Language (1996).‎
Almalech relates the verbal associative meanings of four types of words: basic ‎color terms‎, ‎prototype terms (light, darkness, fire, blood, sky, sea, all ‎plants, the sun at noon); rival terms to ‎prototypes (linen, cherry, duckling, ruby, wine, sapphire, etc.), terms for the basic ‎features of ‏the prototypes‎ ‎‏ ‏‎(clean, pure, for light; hot, warm for fire; fresh for plants, ‎etc‎.) ‎to the non‎-‎color ‏meanings of the visual colors in folklore‎. ‎
The author 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 an independent sign ‎system
Almalech ‏‎ traces semantic and semiotic correspondence between the signs of ‎femininity and ‏the colors. The analysis of 44 advertisements (pictures in Appendix 2) is an ‎application of his‎ ‎method. ‎