Advertisements: Signs of femininity and their corresponding color meanings.
Publisher: Prof. Marin Drinov Academic Publishing House
Published: 2011
Place of publication: Sofia
Language: eng
Format: Paperback
Number of pages: 187
Description: Mony Almalech showed that he is quite familiar with the color theories of Plato, Goethe, Schopenhauer. Now, Almalech draws current cognitive, ethnolinguistic, psycholinguistic methods and theories to build his complex semiotic theory of color as a communication system.
Table of contents: title: CONTENTS; title: PREFACE / 9; title: Almalech’s theory of colors / 9; title: INTRODUCTION / 11; title: I. THE PROJECT /	 11; title: II. SEMIOLOGY AND SEMIOTICS / 	12; title: II.1.Opening words / 12; title: II.2. The symbol / 17; title: II.3. Femininity – sign, symbol or sign-symbol? /	18; title: II.4. The triangle of G. Frege / 20; title: III. SEMIOTICS OF COLORS / 22; title: III.1. Kent-Rosanoff test / 22; title: III.2. Prototype theory / 23; title: III.3. Prototypes and word-associations / 24; title: III.4. Colors –  symbols or signs? / 25; title: III.5. Color language / 28; title: III.6. Kernel meanings in color language / 30; title: IV. FEMININITY /	 33; title: IV.1. Opening words / 33; title: IV.2. Componentional analysis and signs of femininity / 34; title: IV.3. When is a sign an item of appearance? / 35; title: IV.4. List of semes /	37; title: IV.5. Systems of signification or the Dynamics of the signs of femininity / 39; title: IV.6. Polysemy / 40; title: IV.7. A final result /	43; title: IV.8. Important conclusions on the dynamics of the signs of femininity / 44; title: IV.9. The wisdom of the centuries on femininity /	45; title: FEMININITY DOMINATED BY BLUE / 48; title: I. ADVERTISEMENTS OF NIVEA PRODUCTS / 48; title: I.1. Introductory remarks / 48; title: I.2. Repeating the same thing twice in different ways / 50; title: I.3. Signs of femininity or the three channel approach / 51; title: I.4. Polysemantism of the message makes it attractive = hence it is more effective /	53; title: I.5. Special cases of synonymy / 56; title: I.6. Masculinity, blue, white and NIVEA / 63; title: I.7. Pragmatics notes / 64; title: II. VODKA FINLANDIA / 65; title: II.1. Color meanings / 65; title: II.2. Finland’s national flag (blue-white) meanings / 67; title: I.3. The red sun and the red socks / 67; title: II.4. Divine femininity / 68; title: III. LAVAZZA, THE COLISEUM AND FEMININITY / 71; title: III.1. National flag and national colors for sport outfit / 71; title: III.2. Color meanings / 72; title: III.3. Signs of femininity / 72; title: IV. SIGNS OF FEMININITY AND THEIR CORRESPONDING COLOR MEANINGS IN TERMS OF “ICON”, ‘INDEX” AND “SYMBOL” SIGNS / 73; title: V. CONCLUSIONS / 74; title: RED THINGS / 76; title: RED SHOES / 76; title: I. PLAYBOY VIDEO THE RED SHOES / 77; title: II. A RED HIGH HEELED SHOE – A HORN OF PLENTY / 77; title: III. INDEPENDENCE AND HIGH LEVEL OF EFFECTIVENESS / 79; title: III.1. Reversing the direction means to reverse the traditional values / 79; title: IV. PICTURE No 34 – DOWN THE STAIRS: AFTER THE BIG MOMENT OR AN ACCIDENTIAL BEGINING OF PLAYBOY PLOT / 81; title: IV.1. Signs of femininity / 81; title: IV.2. The symbol of stair-way / 82; title: IV.3. Signs of femininity and their corresponding colors / 82; title: V. PICTURE No  35 – ONE MORE CASE OF INDEPENDENCE AND HIGH LEVEL OF EFFECTIVENESS OF THE SYMBOL / 83; title: VI. NOTES ON THE BACKGROUND OF PICTURES No 33-35 / 83; title: VII. CONCLUSIONS / 84; title: “WOMAN IN RED” OR WOMEN, FIRE,; title: BLOOD AND DANGEROUS THINGS / 85; title: I. MEANINGS OF THE RED COLOR / 86; title: I.1. ‘Fire’ and ‘blood’ meanings of red /	86; title: I.2. Blood symbolism of the color red / 87; title: I.3. Fire symbolism of the color red / 89; title: I.4. Synonymous meanings of blood and fire symbolism of the color red / 90; title: II. CALL THE WILD IS NOT A MARRIAGE CALL / 91; title: III. SIGNS OF FEMININITY AND THEIR CORRESPONDING MEANINGS FOR RED / 91; title: IV. WORD ASSOCIATION DATA ON RED / 92; title: IV.1. Red on the national flags / 92; title: IV.2. Normative word-associations responces to the stimulus Red / 94; title: V. COLOR LANGUAGE / 96; title: V.1. Color and sexes. The syntactic level of categorization /	98; title: VI. CONCLUSIONS / 99; title: THE PARADISE / 101; title: GREEN AND GOLDEN APPLES / 101; title: I. THE APPLES AS A SYMBOL / 101; title: I.1. Is the apple the fruit of the Tree of knowledge? / 101; title: I.2. Green apples as a Balkan symbol /	105; title: I.3. The golden apple / 106; title: II. MEANINGS OF GREEN / 107; title: II.1. Normative associative meanings of green / 107; title: II.2. Meanings of green on national flags / 108; title: II.3. Religious and religious-mystic meanings of green / 109; title: III. KABBALAH, ALCHEMY, FOLKLORE AND ADVERTISEMENT / 112; title: III.1. The Prototype of semantics, pragmatics, content and cluster analysis… / 113; title: IV. BACK TO THE GREEN APPLE / 116; title: V. WHITE TOWELL AROUND HER WAIST / 117; title: V.1. Meanings of white / 117; title: V.2. Synonymy between white and green / 117; title: V.3. Religious and custom synonymy between white and gold / 118; title: V.4. Religious and custom antonymy between white and gold / 119; title: VI. SIGNS OF FEMININITY / 119; title: VII. PARADISE DOES NOT SMELL OF JAM OF FLOWERS / 119; title: BLACK AND WHITE / 123; title: I. TO CATCH THE LIE / 123; title: I.1. What does the Islam say on black, white and color of sandalwood? / 124; title: I.2. Jewish mysticism on black and white / 126; title: I.3. Summarizing /	129; title: II. TO CATCH THE TRUTH / 129; title: III. THE “EASY” BERLIN AND KEY’S WAY / 136; title: IV. THE “HARD” WAY OF THE OLD TESTAMENT / 137; title: V. THE PERFUMERY BOTTLE / 138; title: V.1. Sandalwood / 138; title: V.2. Gold – more powerful than white / 138; title: V.3. Yellow. The normative associative meanings / 139; title: VI. SIGNS OF FEMININITY / 141; title: AN EXAMPLE ON NATIONAL DIFFERENCE / 142; title: I. AN ISRAELI ADVERTISEMENT OF A PENSION FUND / 142; title: II. A BULGARIAN ADVERTISEMENT ON A PENSION FUND /	144; title: III. COMMON FEATURES / 147; title: IV. DIFFERENT FEATURES / 147; title: ON THE WINGS OF GLOBALISM –; title: BACK TO THE TOWER OF BABEL? / 148; title: I. PICTURE AND LANGUAGE / 148; title: I.1. One picture in different languages /	148; title: I.2. One picture – one language / 148; title: I.3. Different languages, different models, but the same colors and femininity / 149; title: II. PAGAN GODDESS – FEMININITY AND COLORS /	 150; title: II.1. Givenchy products / 150; title: MAIN CONCLUSIONS / 152; title: BIBLIOGRAPHY / 154; title: APPENDIX 1 – The Bulgarian Norm for Word-Associations / 160; title: Black / 162; title: Blue / 165; title: Green / 166; title: Red / 169; title: White / 171; title: Yellow / 175; title: Light and Dark / 177; title: The first three responses in six different languages / 183; title: APPENDIX 2 – Pictures /	187