Persuasive Signs
The Semiotics of Advertising
1st Edition
Published on 14. December 2010
XI, 193 pages
978-3-11-088800-3 (ISBN)
Description
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.
More details
Series
Edition
Reprint 2010
Language
English
Place of publication
Berlin/Boston
Germany
Publishing group
de Gruyter Mouton
Target group
Professional and scholarly
US School Grade: College Graduate Student
Illustrations
Num. tab., 1 s/w Abbildung
6 b/w ill.Num. tab.
File size
58,40 MB
ISBN-13
978-3-11-088800-3 (9783110888003)
Schweitzer Classification
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Persons
Ron Beasley is Managing Director of ABM Research, Toronto, Canada.
Marcel Danesi is Professor at the University of Toronto, Canada.
Content
- Intro
- Preface
- Chapter I Advertising as social discourse
- 1. Introductory remarks
- 1.1 A schematic history of advertising
- 1.2 The semiotic approach to advertising
- 1.3 The role of semiotics in the advertising debate
- 1.4 Elements of semiotic analysis
- Chapter II Creating recognizability for the product
- 2. Introductory remarks
- 2.1 Creating a signification system
- 2.2 Creating textuality
- 2.3 Using multiple media
- 2.4 Ad campaigns
- Chapter III Creating textuality
- 3. Introductory remarks
- 3.1 Textuality
- 3.2 Connotation
- 3.3 Verbal techniques
- 3.4 Nonverbal techniques
- Chapter IV Advertising and culture
- 4. Introductory remarks
- 4.1 Market testing the product's signification system
- 4.2 Advertising culture
- 4.3 The semiotic purview
- Appendix: Exercises for classroom or personal study use
- Glossary of technical terms
- Works cited and general bibliography
- Index
