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Genesis, visual attributes and contemporary communication features of the alphabet

Filip Cvitić ; University of Zagreb, Faculty of Graphic Arts, Zagreb, Croatia
Mirna Leko Šimić ; Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, Croatia
Jasna Horvat ; Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, Croatia

Puni tekst: engleski, pdf (852 KB) str. 41-56 preuzimanja: 656* citiraj
APA 6th Edition
Cvitić, F., Leko Šimić, M. i Horvat, J. (2014). Genesis, visual attributes and contemporary communication features of the alphabet. Ekonomski vjesnik, XXVII (1), 41-56. Preuzeto s https://hrcak.srce.hr/127778
MLA 8th Edition
Cvitić, Filip, et al. "Genesis, visual attributes and contemporary communication features of the alphabet." Ekonomski vjesnik, vol. XXVII, br. 1, 2014, str. 41-56. https://hrcak.srce.hr/127778. Citirano 26.09.2020.
Chicago 17th Edition
Cvitić, Filip, Mirna Leko Šimić i Jasna Horvat. "Genesis, visual attributes and contemporary communication features of the alphabet." Ekonomski vjesnik XXVII, br. 1 (2014): 41-56. https://hrcak.srce.hr/127778
Harvard
Cvitić, F., Leko Šimić, M., i Horvat, J. (2014). 'Genesis, visual attributes and contemporary communication features of the alphabet', Ekonomski vjesnik, XXVII(1), str. 41-56. Preuzeto s: https://hrcak.srce.hr/127778 (Datum pristupa: 26.09.2020.)
Vancouver
Cvitić F, Leko Šimić M, Horvat J. Genesis, visual attributes and contemporary communication features of the alphabet. Ekonomski vjesnik [Internet]. 2014 [pristupljeno 26.09.2020.];XXVII(1):41-56. Dostupno na: https://hrcak.srce.hr/127778
IEEE
F. Cvitić, M. Leko Šimić i J. Horvat, "Genesis, visual attributes and contemporary communication features of the alphabet", Ekonomski vjesnik, vol.XXVII, br. 1, str. 41-56, 2014. [Online]. Dostupno na: https://hrcak.srce.hr/127778. [Citirano: 26.09.2020.]

Sažetak
Throughout 5,000 years of human literacy, the alphabet system has developed from pictograms and ideograms
to the contemporary system of Latin letters. The simplification of primary pictograms and their transformation to ideograms followed the major goal of written communication – to transmit thoughts and ideas. Besides, written communication has enabled preservation of knowledge, and that has generated the expansion of information and its availability today. The high speed of gathering written information, as well as its superabundance, calls for rethinking of semiotic features of Latin letters as the basic units of written communication in the Western world, especially in terms of marketing communication and its effectiveness. The written expression is the major tool of branding and getting closer to target market segments. Social development influences the development of communication, which is visible through numerous brands and signs, i.e. symbols that make products and companies recognizable in the market. The distinct sign forms of the alphabet are used to suggest the story of a brand, product or service. A constituent element of its comprehension is conscious or unconscious knowledge drawn from different sources in the environment. The history of human literacy, the development of each particular letter, the communication rules of the contemporary marketplace, the impact of brands and information superabundance make up the basis for further research into communication features of the alphabet, semantics of written forms and their redefinition in the context of effective marketing communication.

Ključne riječi
alphabet; genesis of script; visual designation; marketing communication; brand

Hrčak ID: 127778

URI
https://hrcak.srce.hr/127778

Posjeta: 790 *