| Description |
xi, 193 pages ; 23 cm |
| Series |
Approaches to applied semiotics ; 4 |
|
Approaches to applied semiotics ; 4
|
| Contents |
Ch. I. Advertising as social discourse. A schematic history of advertising. The semiotic approach to advertising. The role of semiotics in the advertising debate. Elements of semiotic analysis -- Ch. II. Creating recognizability for the product. Creating a signification system. Creating textuality. Using multiple media. Ad campaigns -- Ch. III. Creating textuality. Textuality. Connotation. Verbal techniques. Nonverbal techniques -- Ch. IV. Advertising and culture. Market testing the product's signification system. Advertising culture. The semiotic purview -- App. Exercises for classroom or personal study use |
| Summary |
"Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising.
|
|
Signs and symbols.
|
|
Semiotics.
|
| Author |
Danesi, Marcel, 1946-
|
| LC no. |
2002029569 |
| ISBN |
3110173409 cloth alkaline paper |
|
3110173417 paperback alkaline paper |
|
