How do you pronounce biopic, synod, and Breughel? - and why? Do our cake and archaic sound the same? Where does the stress go in stalagmite? What's odd about the word epergne? As a finale, the author writes a letter to his 16-year-old self.
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 contents
CHAPTER I: ADVERTISING AS SOCIAL DISCOURSE 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 2.1 Creating a signification system 2.2 Creating textuality 2.3 Using multiple media 2.4 Ad campaigns