A comparative analysis of print advertising applying the two main plastic semiotics schools: Barthes' and Greimas'
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Luca Cian,
Luca Cian (b. 1981) is a visiting scholar at the University of Michigan 〈luca_cian@yahoo.it〉. His research interests include social psychology, semiotics, and sensory marketing. His 2011 PhD dissertation was recognized as the best PhD thesis in its field by AIP — Italian Association of Psychology. Finally, he won an international advertising competition (”Spot School Award 2004”).
Abstract
The aim of this paper is to analyze a specific printed advertisement from two different semiotic points of view. First, we apply the interpretative instruments provided by the Barthes' school of thinking (focused on the description of explicit signs taken in isolation). We then attempt to explore the same print employing the prospective of Greimas' structural semiotics (where a sign has meaning only when it is interpreted as part of a system).
About the author
Luca Cian (b. 1981) is a visiting scholar at the University of Michigan 〈luca_cian@yahoo.it〉. His research interests include social psychology, semiotics, and sensory marketing. His 2011 PhD dissertation was recognized as the best PhD thesis in its field by AIP — Italian Association of Psychology. Finally, he won an international advertising competition (”Spot School Award 2004”).
©[2012] by Walter de Gruyter Berlin Boston
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Articles in the same Issue
- Masthead
- Idealizing the life-world in the age of discovery
- Peirce's ten trichotomies: Metaphor, hypothesis, and decision
- A sociosemiotic approach to fundamental rights in China
- A comparative analysis of print advertising applying the two main plastic semiotics schools: Barthes' and Greimas'
- A note regarding unspeakable words
- The gate of the gateway: A hypermodal approach to university homepages
- Nāṭya, rasa, and abhinaya as semiotic principles in Classical Indian dance
- The social semiotic construction of chemical periodicity: A multimodal view
- The semiotic construction of worldview in film: Multimodal variations in Le Samourai, The Killer, and Ghost Dog
- What is the proper characterization of the alphabet? VI: Three-finger exercises
- Dynamic modeling of visual texts: A relational model
- Touch, vision, and diagrammatical reasoning
- The making of theatrical groupings: A cognitive perspective
- Encyclopedia of semiotics
