This article investigates the member units of sign systems used in contemporary Iranian advertising slogans according to the Organon Model introduced by Karl Bühler. In dealing with this subject, the writer introduces Bühler’s Organon Model and provides a short definition of the term advertising slogan. The next part of this article shows the three types of conative functions with regard to such slogans. The corpus of this study is the slogan of a hundred contemporary Iranian advertising messages used in Iranian (...) markets which have not been studied from a semiotic perspective. The result of this research shows the tendencies of Iranian advertising messages to lean towards the descriptive type of conative function. (shrink)

In this article, the authors try to review the Paris-Match cover page analyzed by Roland Barthes and introduces a new model of analyzing sign system from a new semiotic approach based on the new definition of the context. This research is based on three layers of the context and shows that understanding the cover page of a magazine or any other kind of text is not only absolute but also somehow relative due to the different background knowledge of the audience. (...) This means that human sees the Context A, or what is designed, in the situation of Context B, or situational context, and interpret based on their Context C, or background knowledge of the audience. (shrink)

The purpose of this paper is to introduce a new perspective of analyzing advertising designs from a new semiotic approach based on a new definition of the context. In order to achieve this goal, we will first of all give a definition for advertising design, and then Peirce’s idea about signs and definition of the science called semiotics will be necessary for starting the discussion. This research is based on three levels of context and shows that understanding an advertising design (...) is not absolute but somehow relative because of differences in the background knowledge of the receivers. The conclusion of this research is that people understand advertising design based on their three contexts, which means seeing a so-called Context A, or better, what is designed, the receiver of the message will use a so-called Context B, or the context of situation, and also receives a so-called Context C, or the background knowledge in order to interpret what is selected and combined in Context A. (shrink)