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The main objective of this paper is to provide definitions to understand how the message transmitted in advertisements is interpreted
Semiotics is the science that studies signs and symbols. Semiotics deals with symbols- texts and pictures- with their underlying meaning and the way they may be interpreted. As a science, semiotics studies the signs of a language, which can be verbal or nonverbal; it is the discipline that can be used to access different areas, including advertising.
One of the goals of semiotics is to convey and interpret the messages of advertisements. It aims to study in depth the "advertising text" by reading between the lines and to analyze the meaning structures, their syntactical and semantic peculiarities.
Advertisements carry many hidden signs and meanings within them, because advertising is communication. The messages involved in them transmit content, which refers to different language communication functions.
Key words: advertising, communication, semiotics, language functions
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