y definition, advertising refers to a form of communication, whose author or sponsor sends information to a recipient with the denotative intention to sell an idea to the prospective customer. This process has its specialness and it is connected to both propagandistic model of communication defined by McQuail and persuasive concept of communication put forward by the Semiotician Jarmila Doubravová (Doubbravova, 2002). A popular linguist Guy Cook, (2001) examines advertising as a “parasite discourse”, because it takes over the contents, forms, authors as well as recipients of other discourses (similarly as the literary criticism depends on literature and the Sport News – on sport) (Cook, 2001). In fact, Judith Williamson indirectly builds on the idea of “parasite discourse” by Dyer’s characterization of advertising importance as something that uses the elements of real life and aims to create “new world and new language”. “The main purpose of advertising is not to create a new meaning, but to transform signs of the system that is have already known”, writes Williamson (Williamson, 2010).
Visual portrayals are able to communicate considerably more messages than words and noises, so they are coherently the main field to semiotic analysis of any television advertising. The viewers process and adopt the images more faster and recollect them more than the words (Vyekalova, 2007). The images do not send just important information, but they also serve for creation of mood – the whole emotional influence on the recipient, similarly as music. Mostly, in advertising, dealing with colour, shape, and font, as well as with perception of persons or specific emotions. It is noteworthy to understand that knowing of each of the elements may differ in various cultures and social classes, because the advertisements are formed by the culture and, on the contrary, assist them to form the bind. It is not possible to rely on generally valid symbols, because they are culturally determined. The advertising presents the product in relation with standards related to a supposed lifestyle of a certain social group and the presented products may become symbols of social status on the basis of effective advertising campaign”, psychologist Elena Hradiská points out (Hradiska, 1998).
Advertisement construct, form and manipulate the perception and the behaviour of its consumers and the outside. All the symbols are paying an immeasurable service of presenting and apprehending the culture and the world. Theoretical background clearly immerge the interdisciplinary doctrine with vast range of topics to make consciousness on the academics and public on this purpose.
One of the most prominent theories, Mick’s schema theory h