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What is Referent System

Chapter 8
Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines
A system according to which the external reality is represented by a collection of signs.
Published in Chapter:
Gender and Patriarchy in Turkish Advertising: A Semiotic Analysis
Anıl Dal Canbazoğlu (Mersin University, Turkey)
Copyright: © 2021 |Pages: 20
DOI: 10.4018/978-1-7998-6605-3.ch008
Abstract
The present chapter discusses a particular advertisement aired for a bank in Turkey from a semiotic perspective. Advertising as film is visual storytelling. A film has language and form, and is made up of parts that relate to one another in specific ways that affect the audience. Film techniques take on a semiotic function in the process of meaning construction. As a cultural phenomenon, advertisements can reveal hidden meanings, such as gender issues and patriarchal discourse in the case of the analysed advertisement.
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