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Persuasive signs : the semiotics of advertising /
"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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Berlin ; New York :
Mouton de Gruyter,
2002.
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| Colección: | Approaches to applied semiotics ;
4. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Ch. I. Advertising as social discourse. A schematic history of advertising. The semiotic approach to advertising. The role of semiotics in the advertising debate. Elements of semiotic analysis
- Ch. II. Creating recognizability for the product. Creating a signification system. Creating textuality. Using multiple media. Ad campaigns
- Ch. III. Creating textuality. Textuality. Connotation. Verbal techniques. Nonverbal techniques
- Ch. IV. Advertising and culture. Market testing the product's signification system. Advertising culture. The semiotic purview. App. Exercises for classroom or personal study use.