Visual and Verbal Communications by Enunciator or Speaker: Semioticsˊ Study of Cultural and Educational Advertising

The visual narrative stories are known as heterogeneous narratives. However، they represent the same characteristics. The most important trait is to replace the spatio-temporal continuity of an event with a series of elements that can be called «event» in the case of verbal narrative، and «plans» in the case of film narrative. In general، narrative structures are more superficial than deep structures. The latter is responsible for coordination and spatio-temporal location of the text that is being formed; it further decides on the actorial roles that the subject will be called upon to occupy. Accordingly، the background and foreground، the value of the plan، and the angle of view among other options are chosen. Keywords: syntactic، morphological، language utterance، utterance، story