Most people modify their ways of speaking, writing, texting, and e-mailing, and so on, according to the people with whom they are communicating. This fascinating book asks why we 'accommodate' to others in this way, and explores the various social consequences arising from it.
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