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The message of print, creative advertising: On the abductive guessing instinct as a prerequisite in comprehension
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Bent Sørensen,
Published/Copyright:
March 29, 2012
Abstract
Based on Peircean semiotics, this article connects a certain concept of advertising composition with instinct to demonstrate how a specific type of print advertisement prompts a creative kind of comprehension in its reception. Thus, the article proposes that creativity as a phenomenon in advertising and comprehension may be understood semiotically on the basis of composition and the Peircean guessing instinct. The overarching purpose of the article is to show exactly how a Peircean semiotic approach can contribute to research into compositional and cognitive mechanisms in creative advertising, within the framework of ongoing cognitive research in the advertising tradition.
Published Online: 2012-03-29
Published in Print: 2012-04-17
©[2012] by Walter de Gruyter Berlin Boston
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Keywords for this article
semiotics;
creative advertising;
composition;
abduction;
guessing instinct
Articles in the same Issue
- Masthead
- The seventh signification of Sindbad: The “Greeking” of Sindbad from the Arabian nights to Disney
- Presence in the reading of literary narrative: A case for motor enactment
- Iconicity in urban place naming (with examples of names from places in Poland)
- At the circus backstage: Women, domesticity, and motherhood, 1975–2003
- Blackhorse Mitchell's Beauty of Navajoland: Bivalency, Dooajinída, and the work of contemporary Navajo poetry
- Semantics and critique of political economy in Adam Schaff
- The message of print, creative advertising: On the abductive guessing instinct as a prerequisite in comprehension
- Narrative cognition and modeling in new media communication from Peirce's semiotic perspective
- The activation of multileveled responses: James Phelan's rhetorical theory of narrative judgments
- Knowledge profiling the occupational therapy concept of occupation: Theory and case study
- The ideal teacher: An analysis of a teacher-recruitment advertisement
- Peirce's semiotics and Russian formalism: The story of Oedipus Rex
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