Colour and its Role in the Australian Mass-Media Discourse.
DOI:
https://doi.org/10.31558/1815-3070.2018.36.12Keywords:
colour and its theories, physical and psychological impact, multimodal communication, conceptual metaphor, advertisement, Australian mass-media discourseAbstract
Colour has played a very important role in many spheres of human excistence, that is why it became a very significant means of appealing to human brain, receptors and feelings. Scholars, scientists, educators, advertizers, marketeers, and copywriters have been analysing the role of colours and their potentials in such areas of human behaviour which imply and require modifications or manipulations. Colours have their meanings that are internationally understood (e.g. white is a colour of purity, red is a colour of romantisism, passion, power and aggression) but they may be culturally marked, symbolic, and polysemantic. At the same time colours have their grammar which enables them to combine with one another and other semiotic signs, including the verbal ones in order to achieve the communicative intentions of copywriters and interlocutors.References
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