الخطاب الإشهاري في رواية تيبْحيرين للحبيب السائح_ مقاربة سيميائية لعتبة الغلاف بين التشكيل و الأيقون_

Abstract

Since the crystallization and dominance of the culture of the image, and in light of the rapid and growing transformations of the media, achieving the concept of the world has become a cosmic village an inevitable necessity, which led to the emergence of media speeches that establish this concept, including the universality of advertising discourse, as a media secretion that represents the publicity that is the economic episode Marketing, which has always been closely related to the productive process, because of its special nature, characterized by depth and ability to influence, alongside that it is an effective means of communication that carry a cultural codes, which makes it a space that furnishes the implications of the culture of society, this highlights the power of speeches Advertising as an interactive format that combines visual formats, from linguistic, iconic, and plastic signs, according to this, our study has been worked to try to reveal the privacy of visual format, the icon and formation in advertising speech in the cover of Tibahrin's, and the extent of its semantic effects on the system of social and cultural values of the recipient individual.