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.From the contentsCHAPTER I: ADVERTISING AS SOCIAL DISCOURSE1.1 A schematic history of advertising1.2 The semiotic approach to advertising1.3 The role of semiotics in the advertising debate1.4 Elements of semiotic analysisCHAPTER II: CREATING RECOGNIZABILITY FOR THE PRODUCT2.1 Creating a signification system2.2 Creating textuality2.3 Using multiple media2.4 Ad campaignsCHAPTER III: CREATING TEXTUALITY3.1 Textuality3.2 Connotation3.3 Verbal techniques3.4 Nonverbal techniquesCHAPTER IV: ADVERTISING AND CULTURE4.1 Market testing the product's signification system4.2 Advertising culture4.3 The semiotic purview [To order, please contactSFG-Servicecenter-Fachverlage GmbHPostfach 434372774 ReutlingenFax: +49 (0)7071 - 93 53 - 33E-mail: deGruyter@s-f-g.comFor USA, Canada and Mexico:Walter de Gruyter, Inc.200 Saw Mill River RoadHawthorne, NY 10532, USAFax: +1 (914) 747-1326E-mail: cs@degruyterny.comPlease visit our website for other publications by Mouton de Gruyter: http://www.degruyter.com]