Persuasive Signs: The Semiotics of Advertising

Front Cover

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 aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.

 

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Contents

Advertising as social discourse
1
Creating recognizability for the product
49
2
62
3
73
4
81
Creating textuality
95
2
102
3
112
Textuality
143
Exercises for classroom or personal study use
161
Connotative chains
163
Glossary of technical terms
167
The connotative index
169
Works cited and general bibliography
175
Nonverbal techniques
188
Index
191

Introductory remarks
131

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About the author (2002)

Ron Beasley is Managing Director of ABM Research, Toronto, Canada.

Marcel Danesi is Professor at the University of Toronto, Canada.

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