Advertisements: Signs of Femininity and Their Corresponding Color Meanings

The monograph consisting of two main parts - the first one serves as a textbook on Semiotics of colors, the second is a research on the color meanings and their corresponding meanings to the signs of femininity. The contribution of Almalech is the developing of the Semiotics of colors and its application to the world of advertisements. Almalech draws our attention on the semiotic differences between visual colors and the linguistic color terms. He recognized two forms of existence of the language of the colors - Verbalized and Visual (non-verbalized). The visual colors are percept by the ocular perceptions, i.e. all colors are percept simultaneously. The verbalized form is when we use the natural language to designate color. The verbalized Color language is subordinate to the linear or syntax order of the natural language. The book can be used both by students of semiotics or by advertisement specialists. It might be of interest for semioticians, anthropologists, modern linguistic orientated persons, philosophers or readers angry with the advertisement industry.