Persuasive signs: the semiotics of advertising

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Mouton de Gruyter, 2002 - Business & Economics - 193 pages
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
Creating textuality
95
Copyright

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About the author (2002)

Marcel Danesi is the director of and a professor in the Program in Semiotics and Communication Theory at Victoria College, University of Toronto.

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