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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 aspira...
| Call Number: | Libro Electrónico |
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Berlin :
De Gruyter,
2002.
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| Series: | Approaches to Applied Semiotics AAS.
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| Subjects: | |
| Online Access: | Texto completo |
Table of Contents:
- Preface; Chapter I Advertising as social discourse; 1. Introductory remarks; 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. Introductory remarks; 2.1 Creating a signification system; 2.2 Creating textuality; 2.3 Using multiple media; 2.4 Ad campaigns; Chapter III Creating textuality; 3. Introductory remarks; 3.1 Textuality; 3.2 Connotation; 3.3 Verbal techniques; 3.4 Nonverbal techniques.
- Chapter IV Advertising and culture4. Introductory remarks; 4.1 Market testing the product's signification system; 4.2 Advertising culture; 4.3 The semiotic purview; Appendix: Exercises for classroom or personal study use; Glossary of technical terms; Works cited and general bibliography; Index.