1 Introduction The 21st century is coming and the world iron and steel making technology is facing an important technical evolution at this century turnover,which is reflected in two aspects:①Rapid development of tra...1 Introduction The 21st century is coming and the world iron and steel making technology is facing an important technical evolution at this century turnover,which is reflected in two aspects:①Rapid development of traditional iron&steel making technology with continuous regeneration;②Three major frontier techniques of metallurgy(smelting reduction;near-net-shape continuous展开更多
This study presents a pictorial analysis of Portuguese advertisements from a visual semiotic perspective,particularly the symbolic attributive and suggestiveprocesses.Aiming toelucidate the relationship between genrea...This study presents a pictorial analysis of Portuguese advertisements from a visual semiotic perspective,particularly the symbolic attributive and suggestiveprocesses.Aiming toelucidate the relationship between genreand gender,the study explored advertising genre,masculinity in advertisements,and the antithesis of man as primary theoretical concerns.The data consisted of five pictures from Portuguese advertisements.The analysis suggests that advertisements are a textual arena where not only genre but also gender is constructed and modified in collaboration.The image of the antithesis of man coexisting with the one of normative masculinity in the five Portuguese advertisements indicates that genre and gender are mutually and simultaneously fluid,with their boundary often blurred.That advertisements are often prone to changes in their function to attract customers implies new and evolving presentation forms of genre and gender.The combination of new and conventional images of masculinity,as shown in the analysis,impacts social and linguistic practices,particularly the fact that traditional norms of defining genre and gender,despite their resemblant quality,might be occasionally challenged or reconstructed inlate-modern culture.展开更多
文摘1 Introduction The 21st century is coming and the world iron and steel making technology is facing an important technical evolution at this century turnover,which is reflected in two aspects:①Rapid development of traditional iron&steel making technology with continuous regeneration;②Three major frontier techniques of metallurgy(smelting reduction;near-net-shape continuous
文摘This study presents a pictorial analysis of Portuguese advertisements from a visual semiotic perspective,particularly the symbolic attributive and suggestiveprocesses.Aiming toelucidate the relationship between genreand gender,the study explored advertising genre,masculinity in advertisements,and the antithesis of man as primary theoretical concerns.The data consisted of five pictures from Portuguese advertisements.The analysis suggests that advertisements are a textual arena where not only genre but also gender is constructed and modified in collaboration.The image of the antithesis of man coexisting with the one of normative masculinity in the five Portuguese advertisements indicates that genre and gender are mutually and simultaneously fluid,with their boundary often blurred.That advertisements are often prone to changes in their function to attract customers implies new and evolving presentation forms of genre and gender.The combination of new and conventional images of masculinity,as shown in the analysis,impacts social and linguistic practices,particularly the fact that traditional norms of defining genre and gender,despite their resemblant quality,might be occasionally challenged or reconstructed inlate-modern culture.
