Environmental issues in unconventional social advertising: A semiotic perspective
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Paolo Peverini
Paolo Peverini (b. 1973) is an assistant professor at Luiss Guido Carli University of Rome 〈ppeverini@luiss.it〉. His research interests include Social semiotics, media semiotics, and social advertising and active citizenship. His publications include ``The aesthetics of the music video. An open debate'' (2010); ``Il visibile non convenzionale. Strategie del social guerrilla'' (2011); ``Manipulaciones en la red. El mashup como consumo creativo'' (2012); andI media: strumenti di analisi semiotica (2012).
Abstract
Even though semiotic analysis of media texts has always viewed advertising as an exemplary object of investigation, only a limited number of research studies has concentrated on unconventional social campaigns.
As we will try to demonstrate through the analysis of some international environment-oriented case studies, social advertising is not merely a subgenre of advertising language, and the effectiveness of communication strategies used by social campaigns in fact depends upon a sort of ``semiotic autonomy.''
Using a textual semiotic approach, we will focus on some of the most frequently recurring unconventional strategies in environment awareness campaigns, with the aim of exploring the issue of social advertising effectiveness in depth.
About the author
Paolo Peverini (b. 1973) is an assistant professor at Luiss Guido Carli University of Rome 〈ppeverini@luiss.it〉. His research interests include Social semiotics, media semiotics, and social advertising and active citizenship. His publications include ``The aesthetics of the music video. An open debate'' (2010); ``Il visibile non convenzionale. Strategie del social guerrilla'' (2011); ``Manipulaciones en la red. El mashup como consumo creativo'' (2012); and I media: strumenti di analisi semiotica (2012).
©2014 by Walter de Gruyter Berlin/Boston
Artikel in diesem Heft
- Frontmatter
- A life for images: Homage to Omar Calabrese
- Semiotic entanglement: The concepts of environment, Umwelt, and Lebenswelt in semiotic perspective
- Passage à l'écrit et production du sensfictionnel : Deux cas du berbère
- The role of symbolism in adolescent gang membership: Results of a pilot study
- What can a philosophy and ethics of communication look like in the context of documentary filmmaking?
- Micropolitics: Signs of interpersonal hierarchy and solidarity in everyday conversation
- Boris Uspenskij and the semiotics of communication: An essay and an interview
- The (non-)random distribution of formational parameters in the established lexicon of Israeli Sign Language (ISL)
- Consumer satisfaction and confirmation of habits of comprehension: The effect of inductive print advertisements – Peircean comments
- Hegemonic signification from perspective of visual rhetoric
- Measuring the luxurious in advertisements: On the popularization of the luxury perfume market
- Environmental issues in unconventional social advertising: A semiotic perspective
- Jim and Bonnie's telephone conversation revisited: A meaning-based approach to talk in interactive events
- Political semiotics of national campaign posters and pictorial representation: Thailand's 2011 general elections
Artikel in diesem Heft
- Frontmatter
- A life for images: Homage to Omar Calabrese
- Semiotic entanglement: The concepts of environment, Umwelt, and Lebenswelt in semiotic perspective
- Passage à l'écrit et production du sensfictionnel : Deux cas du berbère
- The role of symbolism in adolescent gang membership: Results of a pilot study
- What can a philosophy and ethics of communication look like in the context of documentary filmmaking?
- Micropolitics: Signs of interpersonal hierarchy and solidarity in everyday conversation
- Boris Uspenskij and the semiotics of communication: An essay and an interview
- The (non-)random distribution of formational parameters in the established lexicon of Israeli Sign Language (ISL)
- Consumer satisfaction and confirmation of habits of comprehension: The effect of inductive print advertisements – Peircean comments
- Hegemonic signification from perspective of visual rhetoric
- Measuring the luxurious in advertisements: On the popularization of the luxury perfume market
- Environmental issues in unconventional social advertising: A semiotic perspective
- Jim and Bonnie's telephone conversation revisited: A meaning-based approach to talk in interactive events
- Political semiotics of national campaign posters and pictorial representation: Thailand's 2011 general elections
