Made available in DSpace on 2017-06-01T18:24:48Z (GMT). No. of bitstreams: 1 cristiane_renata_silva_cavalcanti.pdf: 1090141 bytes, checksum: bc3886a20ac9553d5ad0b113f63f5847 (MD5) Previous issue date: 2013-06-14 / This work focuses on discourse analysis of cartoons in the newspapers with a circulation of Pernambuco, O Globo and Folha de São Paulo, during the second round of the elections for President of the Republic of Brazil in 2010, from the theoretical methodological and Discourse Analysis. Its aim is to show how the effects of meaning of the charges are given from the relationship between the conditions of production (historicity) and discursive memory that, as an element, traverse the discursive object in their level of development of verbal/não- verbal nature and constitution, comprising well as discursive memory is important to understand the process of production of meaning in these discourses. As a starting point for creating the discursive corpus, we consider the major journalistic events of this period, which led us to cut for analysis only cartoons that circulated during the election campaign in the 2nd round of elections. The analysis focuses on the discovery that memories are mobilized in discourse chargístico and how they are involved in the mobilization of the senses and are essential to understanding Paraphrase and polysemic movements, producing other senses in these discursive practices. For recognition of the corpus, 12 were selected charges from three newspapers subdivided into thematic paths that were more evident in the media, in the period from 01 to 31 October 2010. We have seen throughout the analysis that the charges, although they occupy different places to say, parafrásticos produce meanings that guarantee the formation of a memory that holds the words, because there is only sense because had ever felt before, allowing it go up and sliding turning when in circulation in different producing the externality, which is present in the discourse, deriving other senses. Thus, we observe that the work assumes the perennial incompleteness of language, including the mean will always point drift to other senses. Then through the recollection of facts and speeches, materialized in words pictures, research can help to think of the importance of movement memories: discursive and social, that interferes with the production of meaning in charges. / Este trabalho tem como foco a análise do discurso de charges com circulação nos jornais Diário de Pernambuco, O Globo e Folha de São Paulo, no período do segundo turno das eleições para Presidente da República do Brasil no ano de 2010, a partir dos pressupostos teóricos e metodológicos da Análise de Discurso. O seu objetivo é mostrar como os efeitos de sentido das charges se dão a partir da relação entre suas condições de produção (historicidade) e a memória discursiva que, enquanto elementos constitutivos, atravessam o objeto discursivo em seu nível de formulação de natureza verbal/nãoverbal e de constituição, compreendendo, assim, como a memória discursiva é importante para se entender o processo de produção de sentidos nesses discursos. Como ponto de partida para a composição do corpus discursivo, consideramos os principais acontecimentos jornalísticos desse período, que nos levaram a recortar para análise somente charges que circularam durante a campanha eleitoral do 2º turno das eleições. As análises centram-se na verificação de que memórias são mobilizadas no discurso chargístico e como elas intervêm na mobilização de sentidos e são essenciais para entender os movimentos parafrásticos e polissêmicos, produzindo sentidos outros nessas práticas discursivas. Para constituição do corpus, foram escolhidas 12 charges dos três jornais subdivididas em trajetos temáticos que mais foram evidenciados na mídia, no período de 01 a 31 de outubro de 2010. Vimos ao longo das análises, que as charges, embora ocupem lugares diferenciados de dizer, produzem sentidos parafrásticos que garantem a constituição de uma memória que sustenta os dizeres, pois só há sentido porque antes já havia sentido, possibilitando que o mesmo vá se deslizando e se transformando quando se encontra em circulação na exterioridade produzindo o diferente, que se faz presente no discurso, derivando outros sentidos. Assim, observamos que o trabalho pressupõe a perene incompletude da linguagem, compreendendo que o dizer sempre será ponto de deriva para outros sentidos. Então através da rememoração dos fatos e dos discursos, materializados em palavras-imagens, a pesquisa pode contribuir para pensarmos na importância da circulação de memórias: discursiva e social, que interferem na produção de sentidos nas charges.

The dissertation is devoted to the complex analysis of the semantics functioning of two lexemes – extremism and terrorism. The high frequency of these loan words in Russian language accounts for the reason of the modification there meanings. There are the dynamics of the semantic evolution of these words, new meanings, which are not recorded in the dictionaries, in the dissertation. / Диссертация посвящена комплексному анализу семантики и функционирования двух лексем – экстремизм и терроризм. Высокая частотность употребления этих заимствованных единиц в современной русской речи явилась причиной изменения их значений. На материале современной публицистики в диссертации показана динамика семантического развития слов экстремизм и терроризм, выявлены новые смыслы, не зафиксированные толковыми словарями.

No description available.

Thesis (MA (Afrikaans Language))--University of Stellenbosch, 1990. / 199 leaves single sided printed, preliminary pages and numbered pages 1-187. Includes bibliography. Digitized using a Bizhub 250 Scanner to pdf format (OCR). / ENGLISH ABSTRACT: An evaluation of semantic information in a dictionary must take into account all aspects of meaning of lexical items. Therefore the different homonyms and polysemous senses of lexical items and the underlying semantic relations between lexical items are accounted for. A description should be given of the lexical items which form the macrostructure of HAT. These lexical items include sublexical, multilexical and free lexical items. The treatment of multilexical items in HAT is not satisfactory at present and suggestions are made for the improvement of the situation. Possible solutions for distinguishing between homonymy and polysemy are given. Suggestions to determine the possible polysemous senses of a lexical item are also made. The ordering of polysemous senses and different homonyms are discussed. It is essential to make use of a synchronic criterion to distinguish between homonymy and polysemy. The HAT's treatment of semantic relations between lexical items is not always very succesfull. The semantic relation which receives the most substantial treatment is that of semantic inclusion between lexical items. The HAT's treatment of synonyms is not without problems. More attention should be given to semantic linking and semantic opposition between lexical items. An evaluation of the system of cross-references in HAT is given, with special reference to the function of cross-references. Sometimes indistinct typographical conventions are used and they confuse the user of the dictionary. The indistinct use of typographical conventions has a detrimental influence on the transfer of information. The cross-reference system of HAT can be improved by an informative explanation in the general introduction, focusing on ways and means to use it more specifically, unambiguously and consistently. A distinction is made between various types of definitions used to define lemmas. Well known lexicographic definitions such as definitions per genus et differentia, synonymdefinitions, example definitions, circular definitions and descriptive definitions are discussed. The usage definition and two definitions which explicate a semantic plus value, the contrast and diminutive definitions, are identified. Attention is also given to the role of the general introduction in a standard synchronic dictionary. Suggestions are made to improve the general introduction of HAT. / AFRIKAANSE OPSOMMING: Wanneer semantiese inligting in 'n woordeboek ondersoek word, word alle aspekte van leksikale items se betekenis in ag geneem. Dit sluit homonimiese vorme en polisemiese onderskeidinge van leksikale items in, asook die semantiese betrekkinge wat leksikale items onderling met mekaar aangaan. Die leksikale items wat die makrostruktuur van die HAT vorm, word beskryf. Dit sluit subleksikale, multileksikale en vrye leksikale items in. Verskillende tipes multileksikale en subleksikale items word onderskei. Tans word multileksikale items in HAT nie na wense hanteer nie en voorstelle word aan die hand gedoen hoe die stelsel verbeter kan word. Moontlike oplossings vir die onderskeidingsprobleem tussen homonimie en polisemie, asook maniere waarop 'n leksikale item se polisemiese onderskeidinge vasgestel kan word, word verskaf. Aandag word ook aan die ordening van polisemiese onderskeidinge en homonimiese vorme gegee. Dit is belangrik dat 'n sinchroniese maatstaf gebruik word om tussen homonimie en polisemie te onderskei. Semantiese betrekkinge tussen leksikale items word met 'n wisselende mate van sukses deur HAT hanteer. Semantiese insluiting tussen leksikale items word die meeste beskryf. Daar bestaan egter probleme by die hantering van sinonimie tussen leksikale items. Semantiese aansluiting tussen leksikale items word min deur die woordeboek aangedui. Semantiese opposisie tussen leksikale items kan ook meer deur die HAT aangedui word. Die kruisverwysingstelsel van die HAT word ondersoek. Funksies van kruisverwysings word beskryf. Kruisverwysings word wel deur die HAT redaksie gebruik, maar hulle kan nog meer gebruik word. Soms word onduidelike tipografiese konvensies gebruik en dit het swak inligtingsoordrag tot gevolg. Die kruisverwysingstelsel van die HAT kan verbeter word deur dit in die toeligtende aantekeninge te verduidelik, spesifiek en ondubbelsinnig toe te pas en deur dit konsekwent te gebruik. Verskillende tipes definisies waarmee leksikale items gedefinieer word, word onderskei. Bekende leksikografiese definisies soos genus-differentia-definisies, sinoniemdefinisies, voorbeelddefinisies, sirkeldefinisies en deskriptiewe definisies word bespreek. Die gebruiksdefinisie en twee definsies wat semantiese pluswaardes ekspliseer, naamlik die teenstellingsdefinisie en die verkleiningsdefinisie,word geidentifiseer. Die rol van toeligtende aantekeninge in 'n handwoordeboek word bespreek. Daar word gewys op die swak toeligtende aantekeninge van die HAT. Voorstelle word gedoen oor hoe die hantering van semantiese inligting in die toeligtende aantekeninge verduidelik moet.

英語動詞take有許多不同的語意，而這些語意之間則存有密切的關聯性。藉著分析take的各種語意，可以讓我們更深入地瞭解多義詞現象。本論文藉助認知語言學派的語意架構理論和構造語法理論，深入分析了take出現在不同句法結構中所產生的不同語意及這些語意彼此之間的關聯性。研究結果發現︰當take出現在及物結構中(Caused-Affected Construction)時，透過語言使用者在觀點上不同的選擇(Windowing of Attention)，會衍生出四個基本語意，分別為選擇、拿取、消耗、及狀態改變。此外，take可以與七類型的介詞片語共同表達出七種不同的語意功能。最後，take還可以與介詞組合成片語動詞，產生特殊的語意，為使動結構的邊緣衍生用法。 / The English verb take attests a wide range of meanings and provides rich resources for the exploration of polysemy. Attempting to examine how the various senses of take are related to one another, this thesis investigates the meaning relatedness under the framework of Frame Semantics, which postulates that a conceptual representation is required to fully capture verb semantics (Fillmore and Atkins 1992, 2000), and Construction Grammar, which holds that constructions found in language are the basic units of language and that verb semantics interacts with constructions, thus yielding different meanings (Goldberg 1995, Jackendoff 1997). A careful examination of data reveals that take derives a variety of senses both from its interaction with the semantics of other components in the constructions and from different windowings of take’s conceptual frame. When integrated with the Caused-Affected Construction, the take construction acquires the senses of choosing, grabbing, consuming, and changing. When integrated with the Caused-Motion Construction, the take construction is found to be prototypically followed by prepositional phrases exhibiting seven semantic functions. When occurring in less prototypical cases of the Caused-Motion Construction, the meaning of the take construction blends into the meaning of the preposition following right behind it.

<p>Sinestezijska metafora smatra se posebnom vrstom metafore kod koje je izvorni domen utisak primljen preko jednog čula, dok je ciljni domen utisak primljen preko drugog čula, npr. o&scaron;tar ukus, sladak miris, tople boje i sl. Rezultati dosada&scaron;njih istraživanja ukazuju na izvesne op&scaron;te tendencije vezane za smer metaforičkog preslikavanja kod sinestezijskih metafora: hijerarhijski &bdquo;niža&ldquo; čula, kao &scaron;to su dodir i ukus, preslikavaju se na &bdquo;vi&scaron;a&ldquo; čula, kao &scaron;to su zvuk i vid, odnosno, konkretniji i dostupniji čulni modaliteti preslikavaju se na apstraktnije. Primećeno je da ove tendencije postoje u različitim jezicima i različitim diskursima i da su primenjive kako kod dijahronih tako i kod sinhronih istraživanja. S druge strane, utvrđene su i izvesne razlike između različitih jezika koje se mogu pripisati pre svega kulturolo&scaron;kim uticajima. S obzirom na to da su u sinestezijskim metaforama oba domena čulna, posebna pažnja se posvećuje i specifičnoj perceptivnoj ali i kognitivnoj osnovi ovih metafora.<br />Cilj istraživanja u ovoj disertaciji je da se kroz kontrastivnu analizu izuče sinestezijsko-metaforički prenosi značenja u engleskom i srpskom jeziku i ukaže na univerzalne tendencije kao i međujezičke varijacije, dok se posebna pažnja posvećuje upravo perceptivnim, kognitivnim i kulturolo&scaron;kim aspektima ove pojave.<br />Istraživačka građa sačinjena je od sinestezijskih prideva, odnosno prideva koji imaju dva ili vi&scaron;e značenja u različitim čulnim domenima. Istraživanje je rađeno na osnovu rečničke analize, dok su konsultovani i elektronski korpusi. Za svaki čulni domen (a ukoliko je moguće i za poddomene nekih čula) ustanovljene su tendencije u smerovima metaforičkog preslikavanja. Rezultati su obrađeni deskriptivnom i kontrastivnom metodom i obrazloženi uz pomoć saznanja iz oblasti kognitivne lingvistike ali i drugih naučnih oblasti.</p> / <p>Synaesthetic metaphors are considered to be a special type of metaphor in which one sensory modality is described in terms of another, e.g. sharp taste, sweet smell, warm colours etc. Research conducted in different languages indicates that there are certain tendencies concerning the directionality of metaphoric mapping: that hierarchically &ldquo;lower&rdquo; senses, such as touch and taste tend to map onto &ldquo;higher&rdquo; modalities, such as sound and sight; alternatively, we can say that more concrete and more accessible modalities tend to map onto more abstract ones. The determined tendencies proved to be applicable even to linguistically unrelated languages, different registers and to both diachronic and synchronic studies. On the other hand, there are certain differences among different languages, which can be attributed to cultural influences. Also, since both domains in synaesthetic metaphors are sensory modalities, a special emphasis in studies is placed on the particular perceptive as well as cognitive bases of this phenomenon.<br />The research in this thesis is a contrastive analysis of synaesthetic transfers of meaning in English and Serbian. The aim of the research is to point to universal tendencies of synaesthetic metaphors and cross-linguistic variations between the two languages, while special emphasis is placed on the particular perceptive and cognitive bases of this phenomenon, as well as the influences of culture on the formation of these expressions.<br />The language material is composed of synaesthetic adjectives, i.e. adjectives that have two or more meanings in different sensory domains. The research is based on the analyses of dictionary entries of English and Serbian sensory adjectives, while additional examples are collected form electronic corpora. The directionality of mapping is determined for each sensory domain (and, if possible, for sensory subdomains). The research results are analysed using descriptive and contrastive methods and explained using findings from the field of cognitive linguistics as well as other relevant scientific fields.</p>

The dissertation (diploma thesis) with the topic "Comics as the medium of the artistic expression" consists of theoretical and practical parts. The theoretical part represents a definition of the comics, its short history and some important terms of the comics terminology. Next this part concerns with specific narrative constructions of the comics medium and also describes functions and cooperation of the visual and verbal components. In the individual charter is shortly described Japanese comics (manga), its characteristic and different aspects against the classic European and American comics. The end of the theoretical part is dedicated to the theory of the artistic expression and its particular elements, which are used in the comics. The practical part comprising the analysis of two classic comics works and one Japanese manga. Namely it is The Crow, The Crow: Skinnig the Wolves and The City of Light. These works were chosen intentionally because of their technical, thematic and cultural aspects, so the analysis can work with the wider scale of the artistic elements. The dissertation tries to defend the opinion, that the comics medium is multifunctional, it can contain full-blown artistic expression and it is able to work with any content. For better specification there are contained some...

La tradition musulmane rapporte que l’une des caractéristiques les plus fondamentales du Coran est qu’il est un texte polysémique par excellence (ḥammāl dhū wujūh, porteur de plusieurs visages). Si le Coran est polysémique et que ses exégèses ne sont que des lectures possibles, il s’ensuit que ses traductions en sont également autant de lectures possibles et complémentaires. L’accumulation des traductions contribue ainsi à exprimer la polysémie du texte d’origine, même si ces traductions, dans leur diversité, restent en deçà de la diversité des exégèses.La thèse prend la sourate Al-Ḥajj comme exemple de cette problématique. Elle est articulée autour de deux axes de recherche :I. une étude de la polysémie du texte de départ.II. une étude de la polysémie du texte d’arrivée qui montre comment la traduction réduit et/ou modifie la polysémie.Le corpus est constitué de 18 traductions représentatives de toutes les tendances et de toutes les périodes de l’histoire de la traduction française du Coran depuis 1647 jusqu’à 2010.Constituant un espace clos qui évolue indépendamment de l’exégèse vers plus de littéralité, les traductions se rejoignent, se complètent, reflètent dans leur diversité avec légère modification une grande partie de la polysémie réunie et concentrée dans le texte de départ mais sporadique, éparse et dispersée dans les traductions. / According to Islamic tradition, one of the core characteristics of the Quran is that it is a polysemic text par excellence (ḥammāl dhū wujūh, bearer of several faces). To say that the Quranic text is polysemic implies that its various exegeses are as many possible readings of it, which implies in turn that its translations are also as many readings that complete each other. The accumulation of translations is thus another expression of the polysemy of the original text, even if the diversity of these translations does not match that of the exegeses.The thesis deals with the analysis of the Surah of Al-Ḥajj and it is based on two research axes:I. a study of the polysemy of the original text (Surah of Al-Ḥajj).II. A study of the polysemy of the final text (18 French translations) to show how translation reduces and/or modifies polysemy. The corpus of translations (18 translations) covers all the periods of the history of the translation of the Koran from 1647 until 2010 in order to see the evolution of the translation of the Koranic text.As a closed space that evolves independently from exegesis to more literality, the translations meet and complement each other, reflecting in their diversity with slight modification a large part of the polysemy united and concentrated in the original text but sporadic, sparse and Dispersed in the translations.

Tout d’abord perçue comme un phénomène marginal, presque un accident en langue, on considère aujourd’hui que la polysémie fait partie intégrante des systèmes linguistiques. De nombreuses théories se sont intéressées au phénomène des unités à sens multiples et reliés. La première partie de notre travail en dresse un panorama non exhaustif mais révélateur, montrant comment et pourquoi la polysémie s’est peu à peu imposée comme un phénomène incontournable qui doit nécessairement être au cœur de tout modèle de la signification. Aussi, à partir de la distinction établie par G. Kleiber (1999), nous considérons deux grands courants selon le rapport établi entre signification, référence et polysémie. Le premier décrit la polysémie en termes de sens premier référentiel dont sont dérivés des sens secondaires (courant objectiviste). Le second l’analyse en termes de potentiel sémantique aréférentiel à partir duquel est obtenu l’ensemble des sens du polysème par spécialisation ou enrichissement contextuel(le) (courant constructiviste). Notre réflexion porte ensuite sur la représentation de la signification des polysèmes – principalement des noms – en grammaire cognitive (R.W. Langacker). Nous postulons que toute expression est associée, dans l’appareil cognitif des locuteurs-auditeurs, à une structure conceptuelle d’informations représentant sa signification. Nous proposons une modélisation en réseau structuré autour de valeurs sémantiques plus ou moins schématiques et de sens élaborés. Ainsi, c’est la valeur la plus schématique qui permet de faire le lien en langue entre ses élaborations que sont les sens observables en discours. Sur la base des travaux de D. Tuggy (1993), nous déclinons les représentations de la signification des mots à sens multiples le long d’un continuum homonymie-polysémie-multifacialité-indétermination, selon les degrés d’enracinement, de saillance, et les possibilités d’accessibilité et d’activation des différents composants (valeur schématique et élaborations sémantiques). Et, nous mettons ainsi en avant certaines des régularités organisatrices propres aux représentations sémanticoconceptuelles des polysèmes nominaux, ainsi qu’une typologie des sens polysémiques. Nous abordons enfin la construction du sens en grammaire cognitive, notamment l’influence du contexte dans l’interprétation d’expressions complexes comportant un polysème. Ainsi, nous considérons qu’il s’agit d’un processus non modulaire, compositionnel et dynamique. L’analyse de syntagmes nominaux du type Adj-N et N-Adj révèle en outre certaines régularités dans l’activation des sens polysémiques des unités linguistiques mises en jeu, liées au cotexte (place et fonction de l’adjectif par rapport au substantif recteur) et au contexte extralinguistique / For a long time, polysemy used to be considered as a marginal or accidental phenomenon in language. Where as today, it is well known that polysemy is being part of linguistic systems. The first part of our thesis draws up a panorama of semantic theories dealing with polysemy. Although it is not exhaustive, it reveals how and why that phenomenon has become a problematic of the utmost significance in linguistics. From the distinction established by G. Kleiber (1999), we consider two major trends in accordance with the way they conceive the link between meaning, reference and polysemy. On one hand, polysemy is described in terms of one basic referential sense from which secondary senses derive (objectivism). On the other hand, polysemy is analyzed as an areferential semantic potential from which senses emerge by contextual mechanisms (constructivism). About the question of the meaning representation of polysems, we postulate that linguistic unities are associated with a structure of pieces of conceptual information into the mind of speakers-hearers, so that it is possible to elaborate of conceptual modeling of it. In the framework of Cognitive Grammar (R.W. Langacker), the structure is a network constituted of semantic values, which are more or less schematic, and of elaborated senses stemmed from them. The most schematic meaning corresponds to the linguistic conceptual link between its instantiations. Some elaborations are the senses which can be constructed in discourse. On the basis of D. Tuggy’s works (1993), we propose to organize the conceptual modelings of multiple meanings words along a continuum homonymy-polysemy-multifaciality-vagueness, in function of various parameters : entrenchment, cognitive salience, possibility of accessibility and of activation of the network components (schematic or elaborated values). So, we can highlight some organizational regularities specific to the semantic representation of polysems as well as a typology of polysemous senses. The third and last part of our thesis is dedicated to sense construction. In Cognitive Grammar, it is a non modulary, compositional and dynamic process. Focusing especially on the impact of context on the interpretation of complex expressions containing a polysem, the analysis of Adj-N and N-Adj noun phrases puts to the fore some regularities governing the activation of polysemic senses. These regularities are linked to the linguistic context (position and function of the adjective towards the qualified substantive) and to the extra-linguistic context

Studiens syfte är att lyfta fram mottagarnas tolkningar om reklamens budskap inom fältet TV-reklam, och dess inkludering av regionala stereotyper. Genom tillämpning av receptionsstudie, där både en semiotisk analys och respondentintervjuer får rum, bidrar studien till fortsatt diskussion inom mottagarstudier. Materialet för den semiotiska analysen är två reklamfilmer från Elons reklamfilmsserie som publicerades 2012, de titulerades Elon Norrland och Elon Småland. Filmerna används även som material för intervjuerna för att kunna framställa det empiriska materialet från respondenterna. Olika teorier används för att styra uppsatsen i rätt riktning, däribland semiotiken med de relevanta begreppen denotation, konnotation och myt. Här återfinns också begreppet stereotyp som är en bärande del i uppsatsen. Bland teorierna finns även polysemin som också är av vikt för studiens resultat. Tillsammans med Halls koder dominant, förhandlande och oppositionell delas svaren från intervjuerna tematiskt in i kategorier. Den semiotiska analysen resulterade i en upptäckt av sammanlänkande kedjor som tillsammans bidrar till en föreställning om och ett skapande av regionala stereotyperna Norrland och Småland. I receptionsstudiens andra del, respondentintervjuerna, framkom resultatet att flertalet respondenter såg reklamerna som humoristiska och många har även uppfattat de regionala stereotyperna, vilket kan tolkas som den dominanta synen. Vidare framgick det att alla inte väljer att fullt ut acceptera de budskap som visas, utan förhandlar snarare med budskapet och det reklamen vill förmedla. Sedan framkom det även att några respondenter satt sig i opposition till dessa stereotyper och förkastade dem. Vi kan konstatera att det finns en polysemisk bild av publikens tolkning. / The purpose of this study is to highlight the recipients' interpretations of the advertising message in the field of TV advertising, and its inclusion of regional stereotypes. Through the application of a reception study, where both a semiotic analysis and respondent interviews are presented, contributes the study to continued discussion within recipient studies. The material for the semiotic analysis is two commercials from Elon's commercial series published in 2012, named Elon Norrland and Elon Småland. These are used as material for the interviews in order to be able to produce the empirical material from the respondents. Different theories were used to steer the essay in the right direction, including semiotics with the relevant concepts of denotation, connotation and myth. The concept of stereotype is also of great importance to the thesis. Polysemy is also included as a theory and together with Hall's three codes; dominant, negotiating and oppositional, the answers from the interviews are divided thematically into several categories. The semiotic analysis resulted in a discovery of interconnecting chains that together contribute to a notion of and the creation of the regional stereotypes Norrland and Småland. In the second part of the reception study, the respondent interviews, the result showed that most respondents saw the advertisements as humorous and many also recognized the regional stereotypes, this can be interpreted as the dominant view. Furthermore, it appeared that everyone does not choose to fully accept the messages that were displayed, but rather negotiate with the message and what the advertisement wants to convey. And lastly some respondents emerged to oppose to these stereotypes and rejected them. We can state that there is a polysemic picture of the audience's interpretation.