Semiotics.docx - Marketing Communications Wk 6 Semiotics Please bring one(or two print ads to discuss The ads should be \u2018semiotic rich\u2019 i.e have

Semiotics.docx - Marketing Communications Wk 6 Semiotics...

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Marketing Communications: Wk. 6. SemioticsPlease bring one (or two) print ads to discuss. The ads should be ‘semioticrich’ i.e. have enough semiotic depth to allow for a good analysis. Please beready to talk about the ad. Please read the relevant article from the readinglist and look at the ‘semiotics for beginners’ website (listed on the onlinecourse handout see wk 5). It might be a good idea to write a short analysis ofthe ad prior to the tutorial – this will help you organise your thoughts and de-velop your analytical skills in this context. Readings:Mick, D.G., 1986. Consumer research and semiotics: Exploring the morphol-ogy of signs, symbols, and significance. Journal of consumer research, 13(2),pp.196-213.The semiotic doctrine that focuses on the morphology of signs, symbols, andmeaning. Broadly speaking, semiotics analyses the structures of meaning-producing events, both verbal and nonverbal. Despite the increasing atten-tion paid to symbolism in the marketplace and consumer life, the field so farlacks a solid theoretical base and is mired in inherently descriptive research.The preeminent scholar and spokesman on the importance of symbolism inconsumer behaviour has been Sidney Levy. It was not until the turn of the20th century that semiotics achieved its identity through the independentlydeveloped works of the Swiss linguist Ferdinand de Saussure and the Ameri-can philosopher Charles Sanders Peirce. Semiotics takes two forms: (1) ageneral semiotics that seeks to answer. "What is the nature of meaning?"and (2) a specific semiotics that asks. "How does our reality—words, ges-tures, myths, products/senices, theories—acquire meaning?" (Ransdell1977). Holman (1981c) has pointed out that cultures incorporate differentperceptions of time in the verb structures of their languages and. therein,
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