"In this book, Richard Kern explores how technology matters to language and the ways in which we use it. Kern reveals how material, social and individual resources interact in the design of textual meaning, and how that interaction plays out across contexts of communication, different situations of technological mediation, and different moments in time."
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