A Comparative Analysis of Print Advertising Applying the Two Main Plastic Semiotics Schools: Barthes’ and Greimas’
Semiotica, Volume 2012, Issue 190, Pages 57–79, ISSN (Online) 1613-3692, ISSN (Print) 0037-1998, DOI: 10.1515/sem-2012-0039
24 Pages Posted: 7 Apr 2014 Last revised: 7 Jan 2016
Date Written: May 1, 2012
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).
Keywords: Greimas; Barthes; planar semiotic; semi-symbolic semiotic; advertising; work of art
JEL Classification: M37
Suggested Citation: Suggested Citation