Semiotic aspects in the analysis of car advertisments

Sažetak: The article deals with the combination of text and picture in the advertisements for automobiles with special accent on the semiotic interpretation of pictures as independent system with its own rules and special qualities. The contrastive analysis should show how both parts of the advertisement realize their informative, appellative and persuasive function. The thesis of interdependence of text and picture in advertisements as texts with practical use is substantiated by the fact that both systems are only then completely meaningful when they interact in the communication process, which, although referred to as one-way communication, inevitably includes the recipient’s own interpretation.