Vol. 4,No. 8, August 2014

Author(s): Sepehr Negargar, Saeideh Ahangari

Abstract: This studywas an attempt to demonstrate and highlight the importance of utilizing visual elements and typographical strategies in pedagogical settings. In order to achieve the objectives of this study, 10 logos and brand names of present-day foreign food and drink,health-caring, fashion, electronic, air line, automobilemanufacturing, investment, television broadcasting and child-oriented companies were selected. The selected data were analyzed critically from Morris‟ semiotic point of view (1964) consisting of 3 sub-areas of investigation, namely, syntactics, semantics and pragmatics. In addition, the data were also analyzed from the typographical framework of Machin (2007) based on its 7 suggested characteristics of weight, color, size, slant, framing, formality and flourishes in order to draw clear interpretations of typographical features of selected logos and brand names. The results of the study suggest that, logos and brand names carry numerous covert messages, underlying connotative meanings and stealthy visual communicative strategies. The study concludes that a semiotic-based language teaching and learning together with familiarizing learners with typographical techniques can lend a helping hand in raising foreign language learners‟ critical awareness and facilitating communication and learning processes to a large degree.

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