Abstract

The present study deals with the matter of discourse in advertisement; the construction of which is, most often than not very controversial and incongruent. The study reveals the semantic interrelation between the signified; the advertised object and its signifier; that is the linguistic definition of the object and the congruence, yet incongruence of their relation. The outcome of this problematic is that the discourse, through which the object is defined, is the core element which gives and even creates a sense to the object’s presence. Since there is a mutual reflection between the palpable world and its abstract definition through linguistic symbols, the scientific and more precisely, the palpable object, merges and interrelates with its linguistic/literary definition, and these two components; mutually mirrored, rely much on the linguistic definition which tends to be an exaggerated representation than what the real object represents. Hence, there has been found out that there is a transition from the cultural to the natural by the creation of new signifiers which language in itself is responsible for their representation.