This dissertation offers an analysis of the notion and meaning of the body and different kind of aspects of corporeality in French structuralist theories, more specifically, in the later works (dating from the ‘70s) by two immensely influential authors of the second half of the twentieth century, Roland Barthes (1915–1980) and Algirdas Julius Greimas (1917–1992), whose legacy had an profound impact on literary studies. Despite differences in the approach applied by Barthes and Greimas in their research of the body within the systems of, respectively, semiology and postsemiology and semiotics, the focus of their intellectual endeavours remained the same – the problem of meaning. By analyzing the reading theory and the notion of the text developed by Barthes as well as the modalization of being and esthesis presented by Greimas the thesis made an attempt to reveal phenomenological foundations of Greimas and Barthes in the description of meaning which expands the structural description of meaning. The body and various aspects of corporeality as the object of investigation presuppose a phenomenological perspective of analysis while the theoretical apparatus of the authors under discussion, a semiotic one. The thesis combines both approaches; thus the concept of the body is analysed on the basis of the positions of body-enunciation and body-enunciator. / Disertacijoje analizuojama kūno ir kūniškumo aspektų samprata bei reikšmė prancūziškosios struktūralistinės pakraipos teorijose, konkrečiai – dviejų XX amžiaus antrojoje pusėje didžiulę įtaką literatūros mokslui padariusių autorių Rolandʼo Barthesʼo (1915–1980) ir Algirdo Juliaus Greimo (1917–1992), vėlyvojo laikotarpio darbuose. Barthesʼo semiologijos ir posemiologijos ir Greimo semiotikos tyrinėjimas kūniškumo aspektu grindžiamas abiem autoriams svarbia prasmės problematika. Analizuojant Barthesʼo plėtotą skaitymo teoriją, teksto sampratą, ir Greimo buvimo modalizavimą bei estezės aprašymą, siekiama atskleisti fenomenologinį prasmės aprašymo pamatą, kuris papildo struktūrinį prasmės aprašymą. Analizės objektu pasirinktas kūnas ir įvairios kūniškumo plotmės suponuoja fenomenologinę, o pasirinktų autorių teorinis aparatas – semiotinę tyrimų perspektyvą, todėl disertacijoje derinami abu požiūriai, o kūnas analizuojamas remiantis kūno-pasakymo ir kūno-sakytojo (suvokėjo) pozicijomis.

Disertacijoje analizuojama kūno ir kūniškumo aspektų samprata bei reikšmė prancūziškosios struktūralistinės pakraipos teorijose, konkrečiai – dviejų XX amžiaus antrojoje pusėje didžiulę įtaką literatūros mokslui padariusių autorių Rolandʼo Barthesʼo (1915–1980) ir Algirdo Juliaus Greimo (1917–1992), vėlyvojo laikotarpio darbuose. Barthesʼo semiologijos ir posemiologijos ir Greimo semiotikos tyrinėjimas kūniškumo aspektu grindžiamas abiem autoriams svarbia prasmės problematika. Analizuojant Barthesʼo plėtotą skaitymo teoriją, teksto sampratą, ir Greimo buvimo modalizavimą bei estezės aprašymą, siekiama atskleisti fenomenologinį prasmės aprašymo pamatą, kuris papildo struktūrinį prasmės aprašymą. Analizės objektu pasirinktas kūnas ir įvairios kūniškumo plotmės suponuoja fenomenologinę, o pasirinktų autorių teorinis aparatas – semiotinę tyrimų perspektyvą, todėl disertacijoje derinami abu požiūriai, o kūnas analizuojamas remiantis kūno-pasakymo ir kūno-sakytojo (suvokėjo) pozicijomis. / This dissertation offers an analysis of the notion and meaning of the body and different kind of aspects of corporeality in French structuralist theories, more specifically, in the later works (dating from the ‘70s) by two immensely influential authors of the second half of the twentieth century, Roland Barthes (1915–1980) and Algirdas Julius Greimas (1917–1992), whose legacy had an profound impact on literary studies. Despite differences in the approach applied by Barthes and Greimas in their research of the body within the systems of, respectively, semiology and postsemiology and semiotics, the focus of their intellectual endeavours remained the same – the problem of meaning. By analyzing the reading theory and the notion of the text developed by Barthes as well as the modalization of being and esthesis presented by Greimas the thesis made an attempt to reveal phenomenological foundations of Greimas and Barthes in the description of meaning which expands the structural description of meaning. The body and various aspects of corporeality as the object of investigation presuppose a phenomenological perspective of analysis while the theoretical apparatus of the authors under discussion, a semiotic one. The thesis combines both approaches; thus the concept of the body is analysed on the basis of the positions of body-enunciation and body-enunciator.

L’omniprésence de l’affichage publicitaire confère à la langue un caractère intrinsèquement social, nonobstant le message linguistique lui-même. Son influence sur la société se construit à travers une double utilisation du langage ; conçu d'une part comme un système traditionnel de signes, et d'autre part comme un ensemble de co(n)textes. Notre approche sémio-linguistique s'occupe de l'intentionnel et de la subjectivité dont dispose le signe totalisant qu’est l’affiche publicitaire. L’objet de l’analyse étant les campagnes dites sociales, notre étude situe les discours dans leurs sémiosphères respectives. Enfin, le sujet ainsi présenté étant aussi vaste, nos intérêts se limitent à un seul aspect du processus de communication : le récepteur. Ce dernier s’avère hétérogène, puisqu’il il ne s’agit jamais d’une seule personne. La virtualité qui en relève nous conduit, d’un côté, à ne plus parler du récepteur, mais du simulacre de récepteur ; et de l’autre, à reconsidérer les notions de signification et de sens. La question englobant tous les concepts évoqués est : qu’en est-il de l’interprétant et de l’interprétation ? C’est en ces deux notions que le contexte et le récepteur se croisent. Or, toute interprétation d’une affiche publicitaire est acceptable du côté de la réception des messages, à condition qu’elle relève à la fois de la dénotation, du contexte et de l’expérience personnelle. S’agissant de simulacres d’émetteur et de récepteur, il nous est impossible de fermer le cercle de sémiose en retrouvant le même interprétant des deux côtés. Néanmoins, pour que l’interprétation soit acceptable, il convient simplement de clore ledit cercle. / Omnipresence of promotional posters contributes to the incontestably social linguistic character conceived in the mere linguistic message. His impact on the society starts with double use of language: language as a part of traditional system of signs, and language as an unity of co(n)texts. Furthermore, this semio-linguistic approach deals with intentionality and subjectivity without which the sign «totalisant» - the poster – cannot exist. As the objects of the analysis are so-called social campaigns, our research considers the context lacto sensu and thereby situates the discourses in theirs semio-spheres. A subject as complex as this one has to be limited. In our case, the analysis of the communication process is relevant to the addressee. He is by definition heterogeneous, for he never represents one person only. Potentiality which is the consequence of such a concept force us, on the one hand, not to discuss the addressee, but the his simulacra; and, on the other, to reconsider the notions of meaning and sense. The final question embraces all the concepts mentioned earlier: what about the interpretant and the interpretation? These two notions imply context and addressee. In other words, every interpretation of any promotional poster is acceptable for the addressee, if, and only if the interpretation relies on the denotation, context and personal experience at the same time. As the actors are simulacra of addresser and of addressee, it is no more possible to close the semiosis circle by finding exclusively the same interpretant at both ends of the communication process. For the interpretation to be succeeded, it is enough to close it with any interpreter at all. / Sveprisutnost reklamnoga plakata pridonosi jezičnome neosporivo nasilnom karakteru začetom već u samoj jezičnoj poruci. Njegov utjecaj na društvo počiva na dvostrukom korištenju jezika; jeziku kao dijelu tradicionalnoga sustava znakova i kao cjelini vizualnog objekta. Disertacija analizira plakat semiološkim i donekle sociološkim pristupom, kako bi pokazala da marketing koristi znak kao sredstvo društvene manipulacije. Nadalje, bavi se semiološkim teorijama analizirajući intencionalnost i subjektivnost kanalizirane kroz jezik. Promatrajući značenje i smisao plakata, disertacija razrađuje treći stupanj uspješne interpretacije: osobno značenje u kojem se svijet znakova razdvaja od realnosti te vrijednosti medija ostaju izražene distorzijom koja daje efekt iznenađenja. Uspjeh procesa semioze je definiran tako uzimajući u obzir i pošiljatelja i primatelja poruke: ako ne možemo odrediti interpretanta, semioza ne postoji. Ipak, ako je zaista potrebno zatvoriti komunikacijski krug, kako onda tretirati igre riječima ili krive interpretacije koje po definiciji podrazumijevaju interpretanta i to onoga koji nam je nepoznat? Ovaj nas je predmet doveo do kraja istraživanja u kojemu supostoje nesigurnost prave emisije i recepcije poruke: odnosno, do jezične manipulacije. Cilj disertacije je pokazati da je, sa strane primatelja poruke, svaka moguća interpretacija reklamnoga plakata prihvatljiva.