Please use this identifier to cite or link to this item: http://hdl.handle.net/10995/82965
Title: Communication Design of Indian Matrimonial Advertisements in the Sunday Times of India
Authors: Plakhina, E.
Belyakova, I.
Issue Date: 2020
Publisher: Knowledge E
Citation: Plakhina E. Communication Design of Indian Matrimonial Advertisements in the Sunday Times of India / E. Plakhina, I. Belyakova // IV International Scientific Conference “Communication Trends in the Post-literacy Era: Multilingualism, Multimodality, Multiculturalism” (Ekaterinburg, Russia, 8–9 November, 2019). – Dubai : Knowledge E, 2020. – KnE Social Sciences, 4 (2). – pp. 324-338. – DOI 10.18502/kss.v4i2.6350
Abstract: The study addresses graphic and verbal elements as part of the communication design of matrimonial advertising. Following European trends and rules of the press, the Sunday Times of India newspaper preserves the traditional features in its design for the matrimonial column. It is argued that its communication design is a mixture of two design styles: universal (easily interpreted by the wide audience) and specifically Indian. This is not a problem, since matrimonial advertisements are addressed only to in-group members. For them, the use of ethnic motives in the verbal and non-verbal components of matrimonial advertising is more appealing. Through the signs of the semiotic matrimonial code, they enter the general space of cultural communication. This evokes their trust to the verbal content, creates a comfortable atmosphere for dealing with such a delicate topic and increases the chances of successful engagement. The pragmatic significance of graphic design elements prevails over text ones. All graphic elements, ornaments, lines, linings, vignettes, frames, etc., serve to create a respectful image of the person placing the advertisement, the person on whose behalf the advertisement is placed, and the potential bride/groom. Respect and traditions are key elements of Indian culture and are reflected in the space of newspaper communication. Understanding the requirements for the publication of matrimonial advertisements reflects the social structure and the specifics of interpersonal relations between men and women, parents and children. The interpretation of both visual and verbal signs by outsiders is largely dependent on his/her experience of Indian culture.
Keywords: COMMUNICATION DESIGN
MATRIMONIAL ADVERTISEMENTS
INDIAN CULTURE
GRAPHIC AND VERBAL DESIGN ELEMENTS
URI: http://hdl.handle.net/10995/82965
metadata.dc.rights: Creative Commons Attribution License
License text: https://creativecommons.org/licenses/by/4.0/
Conference name: IV International Scientific Conference “Communication Trends in the Post-literacy Era: Multilingualism, Multimodality, Multiculturalism”
Conference date: 08.11.2019-09.11.2019
ISSN: 2518-668X
DOI: 10.18502/kss.v4i2.6350
Origin: IV International Scientific Conference “Communication Trends in the Post-literacy Era: Multilingualism, Multimodality, Multiculturalism”. — Ekaterinburg, 2020
Appears in Collections:Междисциплинарные конференции, семинары, сборники

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