(Ebook) Advertisements: Signs of Femininity and their Corresponding Color Meanings by Mony Almalech ISBN 9789543220205, 9780768459111, 0768459117, 9543220204, 6X84X16

(Ebook) Advertisements: Signs of Femininity and their Corresponding Color Meanings by Mony Almalech ISBN 9789543220205, 9780768459111, 0768459117, 9543220204, 6X84X16

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. ‎